Louis Vuitton's bespoke fragrance line, "Haute Parfumerie," invites customers to the house's master perfumer's atelier in the south of France, where they can explore their own personal story and discuss with the perfumer in search of their very own unique scent. To accompany their reflections on this luxurious journey, Aso Aya, a master of men's fragrances, will suggest refreshing fragrances perfect for the still-heated season.
Text by Aya Aso
Photo by Senta Murayama
Photograph by Senta Murayama
[Article published in the July 2025 issue of Kronos Japan]
Head to the South of France in search of your own unique fragrance
The ultimate goal for both clothing and accessories is bespoke (custom-made). I think there are many people who are weak to the idea of being "one of a kind." But did you know that there is also the ultimate bespoke fragrance? Louis Vuitton's "Haute Parfumerie" is one example.
Since its founding in 1854, Louis Vuitton has had a tradition of special orders that thoroughly meet the wishes of its customers. The personalization of fragrances is an extension of this tradition, so the launch of the bespoke service was a natural progression.
The journey to find your own unique fragrance literally begins with a trip to Grasse in the south of France and a visit to the atelier of the house's master perfumer, Jacques Cavallier-Belletrud. Jacques is a star perfumer who has created many world-famous fragrances, including L'Eau d'Issey, and he took up his current position in 2012. However, despite his status as such a leading figure, he is a very friendly and witty person. The creation of this ultimate personal fragrance begins with sharing your story with him.
What was their childhood like? What are their most memorable memories? It's not just a superficial conversation about their favorite scents; it's akin to creating a biography of their life. After this lengthy interview, Jacques creates several samples. Based on these, opinions are exchanged and the scent is further refined. At the same time, a special trunk to house the fragrance is being created. Completion of both takes approximately nine months, sometimes even a year. The suggested retail price starts at ¥25 million. Whether this price—including ten 100ml bottles, one 100ml travel case, one travel spray, and sixteen 7.5ml travel spray refills, plus the special trunk—is a matter of personal taste, but the thrilling, luxurious experience of creating this "biography"—the story itself—is what makes it so valuable.
By the way, the completed fragrance recipe will be permanently saved by Louis Vuitton, and additional orders can be made. For example, you can distribute it to guests as a gift on an anniversary or at a party.
As the conversation heats up, we invite you to enjoy a refreshing drink of "Imagination," a refreshing fragrance reminiscent of iced tea, as shown in the photo. While enjoying this, let your imagination wander to the extremes of your trip to the South of France.
Author Profile
Aya Aso
Beauty editor/essayist and copywriter. Raised in Tokyo. Over 30 years of experience in the beauty section of women's magazines, she has served as deputy editor-in-chief of "25ans" and "Fujingaho" (both published by Hearst Fujingaho) and "VOGUE JAPAN" (Condé Nast Japan), as well as editor-in-chief of "etRouge" (Nikkei BP). Her hobbies include beauty, finding delicious food, watching depressing anime, and engaging in other niche activities.
