When Le Jour Se Lève, a fresh, sparkling fragrance is brought to life at the hands of Louis Vuitton’s Master Perfumer, Jacques Cavallier Belletrud, at the latter’s creative atelier in Les Fontaines Parfumées in Grasse, its potency and excitement is like the unstoppable breaking of a new day.
Under the gifted hands of Master Perfumer, Jacques Cavallier Belletrud, the grand Maison of Louis Vuitton has found a way to capture the miraculous phenomenon of daybreak in its latest scent, Le Jour Se Lève.
The birth of Le Jour Se Lève marks the dawn of a new fragrance chapter for Louis Vuitton.
This eighth fragrance follows in the wake of Louis Vuitton’s seven other exquisite concentrates that were also brought to life by Jacques Cavallier Belletrud, and composed in Grasse at Les Fontaines Parfumées.
An unprecedented creation, Le Jour Se Lève is the brilliance of first light captured, that magic moment, when the powerful, life-giving rays of the sun pierce the horizon, when the air is cool and rich in vaporous dew, in anticipation of the sun’s deep, penetrating warmth, one that buoys you up throughout the day; an energetic pulse and life-force that bears you till dusk.
Le Jour Se Lève’s transformative symphony of notes speaks of the luminous optimism of a new day: Fresh cool dew on crisp grass, a garden redolent of the vivifying scent of citrus mandarin from Sicily, the distinctiveness of Jasmine Sambac from China, the delicate sweetness of magnolia petals, as well as apricot-infused osmanthus and tangy blackcurrant. To the symphony of top and middle notes is added the final chorus of musk, those soft notes that are mellow and pleasing.
Louis Vuitton’s Les Parfums Le Jour Se Lève has the life-affirming, re-assuring fragrance personality of a new day, a fresh slate that’s brimming with promise, potential and possibilities.
Encapsulated in a timeless bottle designed by Marc Newson, Le Jour Se Lève has been colour-nuanced to imply its legacy and inspiration.
The luxe quotient of Louis Vuitton’s Les Parfums Le Jour Se Lève – and the seven other fragrances that came before it – is embodied by this collectible bottle that’s beautiful in its simplicity, and designed to be kept and passed down.
As such, when the last drops of your Le Jour Se Lève have been indulged in, a simple refill at the perfume fountains in any of the select Louis Vuitton stores, will restore the precious liquid. It takes just seconds and the click-and-release of a futuristic fragrance capsule to do so.
Eau de Parfum Le Jour Se Lève 100ml is available exclusively at select Louis Vuitton stores for SGD370. Each in store refill of 100ml is SGD220. A 200ml bottle is SGD540, with each 200ml in store refill at SGD440. Le Jour Se Lève Travel Spray is priced at SGD370, and Travel Spray Refills (4×7.5ml each) are SGD200. Image by Curatedition.
To understand the true spirit of Louis Vuitton’s brand of luxury is to know why its fragrances were created, by whom, where, and how.
It may have been as recently as 2016 that Louis Vuitton started its journey into conceptualising 21st century scents, but the path is not an unchartered one that has its roots in travel.
All eight Les Parfums Louis Vuitton in the collection are inspired by the trunk-maker’s famous love for vanity cases (with compartments for bottles of perfumes), travel flasks, and vintage fragrances created throughout the 20th century, celebrated scents such as Heures d’Absence, Je, tu, il, Reminiscences and Eau de Voyage.
Collection Les Parfums Louis Vuitton really begins in Grasse, Provence, in the heart of the mountains, where the air is particularly cool and fresh, at the Maison’s Master Perfumer’s creative atelier, Les Fontaines Parfumées (the scented fountains), where the scents are birthed at the hands of House Perfumer, Jacques Cavallier Belletrud, who began his training at as young as eight.
Les Fontaines Parfumées was purchased by Louis Vuitton in 2013 and is now the cornerstone of Louis Vuitton perfumes and will also serve as an olfactory center for LVMH.
While other children his age learnt games or musical instruments, Jacques was given paper blotter strips dipped in essences that he had to identify, but only at day’s end. His notations were kept in a journal, which he preserved with great care.
That things are written in the stars could not have been more true for Jacques. As destiny would have it, the imposing portal of the estate called Les Fontaines Parfumées, where a fragrance fountain was installed in the rotunda since the 1920s, the very place he walked by every day as a schoolboy, has become his Creative Atelier.
It would take Jacques many decades of conscientiousness and irrepressible passion to reach the highest echelons in the perfume world.
But his mastery of scents is undeniable. The creator of such fragrance legends as Jean Paul Gaultier Classique, L’Eau d’Issey and Opium pour Homme by Yves Saint Laurent, was named Maitre Parfumeur of Louis Vuitton in 2012.
Jacques has, through his explorations around the world, curated a treasure chest of rare raw materials befitting of present and future Les Parfums Louis Vuitton. Little wonder that each fragrance he has created is an invitation to participate in an adventure or simply to step out for a jaunt.
Legacy of Innovation
The exigent protocols wrought by Louis Vuitton are steeped in innovation. Just like the visionary trunk maker Louis Vuitton himself, who believed that luxury did not just mean procuring the rare and valuable, but creating for the future. His ingenious creative philosophy led him to manufacture the first waterproof trunk.
Not content with just the rare and precious, Jacques and his team employ leading edge technology to invent novel ways of extracting ingredients and creating fragrance notes.
When Jacques visited Louis Vuitton’s various leather workshops, he was inspired to create a made-to-measure leather infusion using the light-coloured natural leather used for Louis Vuitton’s bag and trunk handles. These are steeped in alcohol and form a dark-coloured substance called resinoid, which is clarified a few times until a soft note is achieved, one that does not have the sharpness of juniper, nor the smokiness of birch, but something sexy, like a first whiff of leather.
Jacques also pursued the method of CO2 extraction (using no heat) on fresh and rare flowers like the May rose and jasmine – this is a worldwide first and exclusive to Louis Vuitton.
The results: authentic notes that are a perfume purist’s dream come true.