Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to Vox.com, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.
Another day, another brand diving into the world of fragrance. Yesterday's newcomer was shoe company Nine West, but today's is the biggest heavy hitter of them all: Louis Vuitton. The house that Marc rebuilt has not named the fragrance or a launch date yet. However, they definitely mean business, because they've hired Jacques Cavallier-Belletrud, who is behind some of the industry's most popular scents, including Dior Addict and Stella by Stella McCartney. Perhaps we can make a few predictions while we wait to see what Mr. Cavallier-Belletrud is up to?
The house of Vuitton started with trunks, and the company still loves to pay homage to their roots. Perhaps we should expect some leathery or musky notes that remind us of vintage trunks and handbags. Also, LV hasn't met a logo it didn't love. We predict the bottle and packaging will be logo-friendly, if not necessarily covered in them.
•Louis Vuitton Confirms Fragrance Debut [WWD]
•Louis Vuitton [Official Site]