Pharrell Williams is in the public eye all the time. In addition to launching his first fragrance for the Paris-based luxury brand, Louis Vuitton, the multi-talented rapper and creative director of the menswear division of LVMH has also partnered with Tiffany & Co., an LVMH-owned brand, to launch the Tiffany Titan jewelry collection, which is inspired by Poseidon’s trident.
Williams’ audacious notion to capture the energy and brilliance of the sun served as the basis for his debut fragrance, LVERS (pronounced “lovers”). He collaborated on this big endeavor with Jacques Cavallier Belletrud, a renowned perfumer, with assistance from Camille, the latter’s daughter. In 2012, Cavallier Belletrud was appointed scent designer for Louis Vuitton. He is based at Les Fontaines Parfumées in Grasse, a building that LVMH purchased and completely renovated in 2013. His first fragrances for the label were introduced in 2016.
The concept of sunshine, which adorned Pharrell’s inaugural performance on the Pont Neuf in Paris in June 2023, served as our inspiration for turning photosynthesis into a scent. Jacques Cavallier Belletrud stated in a press release that “photosynthesis is the fundamental process of life, even though it may seem like an abstract idea at first.
Cavallier Belletrud has chosen a blend of fresh scents, such as the fruity scent of bergamot and the energizing feel of ginger, along with the green, invigorating fragrance of galbanum, to evoke the power and feel of sunlight. These notes are blended with accents of cedar and sandalwood to evoke the earth and forests.
The perfume is housed in a glass container with a golden sheen that appears to be emitting fragrant rays. Williams created the camo pattern for his debut Louis Vuitton collection, and LVRS comes with a luggage bag and a perfume container that holds three bottles.
