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Style & Beauty

Louis Vuitton to introduce new Le Jour Se Lève fragrance

This is what a brand new day smells like.

A year-and-a-half ago, Louis Vuitton relaunched its fragrance category with seven different perfumes that were released all at once. These seven fragrances, united by one commonality — every single one of them contains floral notes, are intensely feminine and designed to trace a journey of emotions.

This year, the French maison is diving deeper into fragrances and will introduce a new perfume, Le Jour Se Lève, in March. True to the scents that came before it, Le Jour Se Lève, which translates to "daybreak", also traces an emotional journey and is laced with floral notes.

The nose behind the scent is none other than Louis Vuitton’s master perfumer Jacques Cavallier Belletrud, who also created the brand’s seven existing fragrances. He is also the man behind iconic fragrances such as Issey Miyake’s L’Eau d’Issey and Giorgio Armani’s Acqua di Gio Pour Homme.

Le Jour Se Lève is inspired by the morning’s first rays and the freshness of daybreak. Bottling the optimism of a new day, the scent is a fruity-floral blend with a warm dry-down.

The scent encompasses one of Belletrud’s favourite notes, mandarin, as well as jasmine sambac — the same variety used for green teas in Asia. There are also notes of magnolia, osmanthus and a tangy blackcurrant accord. The dry-down: A chorus of musks that give the fragrance warmth.

Louis Vuitton's Le Jour Se Lève EDP is available at select Louis Vuitton boutiques. Prices start at $370 for a 100ml bottle or a travel spray.


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