Pharrell's LVERS Campaign Spotlights His First Louis Vuitton Fragrance
Made in collaboration with master perfumer Jacques Cavallier-Belletrud, the fragrance takes notes from light and photosynthesis.
Last month, Pharrell launched his first-ever fragrance for Louis Vuitton. Titled LVERS, the scent was crafted in collaboration with master perfumer Jacques Cavallier-Belletrud, who mixed an aroma in the name of Pharrell’s philosophy: “What will you do when the sun shines on you?” Now, the House has returned with the official campaign for the fragrance, offering a visual interpretation of the designer’s ideology.
Inspired by light and photosynthesis, the sartorial delivery captures the fragrance’s natural ingredients in a “solar composition.” Rid of any gender constraints, the scent boasts a neutral smell with woody notes of cedar and sandalwood, as well as ginger extract and bergamot. The secret main ingredient is galbanum, an Iranian gum resin that helps bolster the fragrance’s plant-like aroma.
“The theme of light highlighted in Pharrell’s first show on the Pont Neuf in June 2023 gave us the desire to translate the notion of photosynthesis into an olfactory score,” explained Belletrud. “It may seem abstract, but if you think about it, photosynthesis is at the origin of all forms of life.”
Pharrell’s LVERS fragrance is now available to shop online and in Louis Vuitton stores for $320 USD. Take a look at the fragrance in the official campaign above.
