Louis Vuitton Launches New Men’s Fragrance

Lindsay Judge   |   30-05-2021


Les Parfums Louis Vuitton presents its seventh fragrance for Men; Imagination.


Composed by the House’s Master Perfumer, Jacques Cavallier Belletrud, Imagination represents the infinite possibilities that lie within each and every one of us.


A fragrance that allows us to dream, it’s an impulse, an immaterial energy that beckons one to push their limits, constantly innovate and self-reinvent.



“For five years, I’d been dreaming of revealing the beauty of ambergris and expressing the quintessence of its amber note in a way that’s of-the-moment and devoid of nostalgia,” explains Master Perfumer Jacques Cavallier Belletrud.


This fragrance brings that dream to life. To give it contemporary resonance, he chose to use Ambrox, a veritable white gold of perfumery, a molecule present in its natural state in ambergris.

The Master Perfumer loves to work with contrasts so he decided to pair Ambrox with citrus. Bursting with sunlight, Calabrian bergamot, orange, and Sicilian citron evoke radiant light. “I’m very attached to the literal expression of raw materials,” he says.



Their majestic freshness is further enhanced by the floral, green brightness of Tunisian neroli. Together, they etch out a lush Mediterranean landscape emerging in the light of dawn. Then, spices make everything sizzle. Nigerian ginger, extracted with carbon dioxide, and Ceylon cinnamon each in their own way amplify and energise the composition’s coolest or most intense facets.

In order to accentuate the relief even further, Jacques Cavallier Belletrud selected a rare and precious black tea from China, also extracted with carbon dioxide, with notes of grass, straw, and a slightly smoky edge. “The tea evokes the magic of the East, an imaginary scene of caravans. It carries within it the spirit of travel, like an olfactory transcription of Louis Vuitton’s universe,” the Master Perfumer reveals. Like a magician, that substance complexifies and envelops the amber note in an embrace, with a few touches of guayacan wood and incense. “The pure, sensual and sophisticated amber then becomes the very essence of the perfume and the expression of a very contemporary masculine elegance,” adds Jacques Cavallier Belletrud. Creative excellence in service of beauty and emotion.

Imagination is available from 3rd June 2021 at select Louis Vuitton stores and at louisvuitton.com