Louis Vuitton is pleased to announce the launch of its seventh new men's fragrance, "Imagination." This exceptional fragrance was created by the Maison's in-house Master Perfumer, Jacques Cavallier-Belletrud, at Les Fontaines Parfumées atelier in Grasse, southern France.

A Journey Through the Realm of Imagination
"Imagination" is boldness itself—it is the measure of all success and the infinite potential that lies within each of us. Imagination is an intangible energy, an impulse to push our boundaries, constantly innovate and reinvent ourselves. It is the creative spark that drives those with wilder dreams and those who seek to architect the world's beauty, realizing their grandiose plans and inspiring a better future. These boundless fantasies are nourished by life-changing personal experiences and journeys that open up new horizons and transform the way we live, love, and view the world around us. They lift the spirit, freeing us from our chains and setting us on new paths to freedom.

An unprecedented fascination with amber and black tea
The imagination and creativity inherent in Louis Vuitton's DNA have always driven Jacques Cavallier-Belletrud to push the boundaries of the art of perfumery. "For the past five years, I have dreamed of unlocking the full beauty of ambergris and creating a contemporary interpretation of the quintessential amber note," reflects Jacques. To bring out the contemporary amber notes, he chose Ambrox, a fragrant compound naturally found in ambergris, the white gold of perfumery.

However, harmonizing this extraordinary ingredient, with its powerful and opulent aroma, is no easy task. Jacques Cavallier-Belletrud is a perfumer skilled in the art of contrasts. In his hands, tensions lead to richness, resulting in perfectly balanced accords. As always, Jacques approached this fragrance with attention to detail, a love for his chosen subject, and a commitment to extracting the best from nature's most beautiful raw materials. The result is Ambrox, combined with the noblest citrus, revealing a never-before-seen side. Sunny Calabrian bergamot, orange, and Sicilian cedar bring a radiant glow. "I'm very particular about letting ingredients literally express themselves," says Jacques. The majestic freshness of these citrus fruits is further enhanced by the floral, green brightness of Tunisian neroli. Together, they paint a picture of the lush Mediterranean landscape revealed in the light of dawn. Then, spicy notes heat everything up. Nigerian ginger and Sri Lankan cinnamon, extracted using Louis Vuitton's exclusive carbon dioxide extraction process, each enhance and energize the coolest and most intense aspects of the whole.

To further enhance the three-dimensional effect, Jacques Cavallier-Belletrud chose rare and precious Sri Lankan black tea, also extracted using a unique method, and combined it with notes of grass, straw, and a hint of smokiness. "Black tea evokes the oriental charm of caravans. It embodies the essence of travel, like the world of Louis Vuitton," explains Jacques.


Like a magician, black tea lends complex depth to the amber notes, enveloping them like a magician's hand. "The result is a pure, sensual and refined amber that expresses the very essence of this fragrance: a highly contemporary, masculine elegance," he concludes. A truly remarkable example of creativity in the service of beauty and emotion.

The new men's fragrance "Imagination" creates an exceptional scent when it meets the skin, igniting the senses and the heart, revealing an irresistible allure.



Eau de Parfum "Imagination" 100 ml 35,000 yen (excl. tax)
Eau de Parfum "Imagination" 200 ml 49,000 yen (excl. tax)
Travel Spray 4 x 7.5 ml 35,000 yen (excl. tax)
Travel Spray Refill 4 x 7.5 ml : 15,000 yen (excluding tax)
Miniature set 35,000 yen (excluding tax)
[Release Date]
- Thursday, May 27th: Pre-release at Louis Vuitton Matsuya Ginza, Omotesando, Maison Osaka Midosuji, and Shibuya Men's Store
- Thursday, June 3rd: All fragrance stores and the official website www.louisvuitton.com
*For the latest store opening times, please check the official Louis Vuitton website and the website of each commercial facility.

[About Louis Vuitton]
Since its founding in 1854, Louis Vuitton has continued to offer unique designs that combine innovation and style, always with the finest quality. Today, through its travel luggage, bags, accessories, and other products, the brand remains faithful to the creative, elegant, and practical spirit of "the essence of travel" created by its founder, Louis Vuitton. Louis Vuitton values tradition and has opened its doors to architects, artists, and designers throughout its history, pioneering fields such as ready-to-wear, shoes, accessories, watches, fine jewelry, and fragrance. These meticulously crafted products are a testament to Louis Vuitton's dedication to craftsmanship.

[Contact Information]
Louis Vuitton Client Services
0120-00-1854

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