Emma Stone is going places with her new gig—quite literally, the face of Louis Vuitton is taking the French luxury house’s spirit of travel very seriously. Her first campaign for Louis Vuitton that debuted earlier this year saw her traipsing across an uninhabited Californian desert hand-in-hand with eyeball-worthy Capucines totes. Unsurprisingly, her second campaign also alludes to the theme of exploration, but this time for the brand’s ninth fragrance in the Les Parfums Louis Vuitton collection, Attrape-Rêves.
This campaign marks many firsts for Louis Vuitton—its first fragrance film, the first time that the house is collaborating with award-winning British director Sam Mendes, and the first fragrance campaign featuring a celebrity ambassador. Known for his slew of critically-acclaimed movies such as American Beauty and Revolutionary Road, Mendes captured Emma exploring a few breathtaking places that resonated with the fragrance’s euphoric nature, from a stage in a theatre to a temple in Japan during springtime.
Inspired by fleeting moments that are magical as they are breathtaking, Louis Vuitton Master Perfumer Jacques Cavallier Belletrud wanted to capture all of that in a fragrance. African cacao flower takes centre stage in this scent, with fresh hints of peony—both tampered down with the essence of patchoulol, a modernised heart of patchouli. Floral and fruity notes of lychee and Turkish rose add a lovely contrast to the fragrance, alongside sharper notes of ginger and bergamot. “Each plays its role without ever overpowering the other,” says Belletrud. “It’s a dialogue between precious ingredients that, in theory, have no reason to cohabit. And yet, on the skin, they converse, interfuse, crepitate and command attention.”
Louis Vuitton Attrape-Rêves comes in 100ml, 200ml and Travel Spray. Now available in KLCC & Starhill Gallery.
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