{"id":100806,"date":"2025-04-07T19:53:43","date_gmt":"2025-04-07T19:53:43","guid":{"rendered":"https:\/\/graziamagazine.com\/us\/?post_type=articles&p=100806"},"modified":"2025-04-07T19:56:47","modified_gmt":"2025-04-07T19:56:47","slug":"the-story-of-behind-louis-vuitton-elves-parfum-grazia-usa-spring-2025","status":"publish","type":"articles","link":"https:\/\/graziamagazine.com\/us\/articles\/the-story-of-behind-louis-vuitton-elves-parfum-grazia-usa-spring-2025\/","title":{"rendered":"Cultivating Scents of Style: Master Perfumer Jacques Cavallier Belletrud Shares the Story Behind Louis Vuitton\u2019s eLVes Parfum"},"content":{"rendered":"
\"Louis
Courtesy of Louis Vuitton<\/figcaption><\/figure>\n

What better flower to symbolize the courage, strength and beauty of women in all their dimensions than the mighty rose? But just as the notion of femininity today is non-clich\u00e9, sometimes a rose is a rose \u2014 and then some. For Louis Vuitton\u2019<\/a>s latest fragrance, eLVes<\/a> (pronounced \u201celles\u201d) in-house Master Perfumer Jacques Cavallier Belletrud<\/a> gave the classically romantic bloom a decidedly subversive twist, at once familiar but with a silent message not to be underestimated. \u201cWhen you love someone, you offer roses, and roses have this eternal aspect of a perfume everyone knows from childhood,\u201d he explains, \u201cbut if you take [a rose] the wrong way, it can hurt you.\u201d<\/p>\n

\"Louis
Louis Vuitton Master Perfumer Jacques Cavallier Belletrud \/ Courtesy of Louis Vuitton<\/figcaption><\/figure>\n

To tap in to the eternal beauty of the flower \u2014 with a subtle reminder of thorns \u2014 he blended deep, velvety Bulgarian rose absolute with airy CO2-extracted Centifolia rose then laced in delicate, dewy lily of the valley, for the first time \u201cgiving a voice\u201d to this note through a never-before-used extraction process developed in his native Grasse. A cornucopia of juicy fruits and spices further infuse a pulse of energy. Think blackcurrant, peach and a hint of creamy coconut milk plus exotic spices including cinnamon and ginger. Finally, the scent unfolds in amber, which the perfumer believes represents \u201cthe epitome of 21st century sensuality,\u201d and a hit of patchouli, always reminiscent of unbridled freedom.<\/p>\n

The complex scent took Belletrud five years to develop and, in the end, over 100 takes. But he looked to a familiar muse for the final stamp of approval. \u201cWhen my wife is coming back to me saying \u2018you\u2019re destroying the beautiful perfume you gave me before\u2019 I know I have to come back to what makes the perfume beautiful.\u201d<\/p>\n

eLVes Louis Vuitton, $330 for $3.4 oz., louisvuitton.com<\/span><\/a><\/p>\n

Read GRAZIA USA\u2019<\/em>s Spring Issue<\/a> featuring cover star Paris Hilton<\/a>:<\/strong><\/h4>\n