Last month, Pharrell introduced his debut fragrance for Louis Vuitton, titled LVERS. Created in collaboration with master perfumer Jacques Cavallier-Belletrud, this scent embodies Pharrell’s philosophy: “What will you do when the sun shines on you?” The House has now unveiled the official campaign for the fragrance, offering a visual interpretation of Pharrell’s ideology.
Inspired by light and photosynthesis, the campaign captures the fragrance’s natural ingredients in a “solar composition.” Free from gender constraints, the scent features a neutral aroma with woody notes of cedar and sandalwood, complemented by ginger extract and bergamot. The secret ingredient is galbanum, an Iranian gum resin that enhances the fragrance’s plant-like aroma.
“The theme of light highlighted in Pharrell’s first show on the Pont Neuf in June 2023 inspired us 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 online and in Louis Vuitton stores for $320 USD. Check out the official campaign to experience the essence of this unique scent.
