When a fragrance comes with its own monogrammed luggage, you know you’re investing in a good dose of luxury. Launched in 2016 with seven scents, the Louis Vuitton fragrance collection has quickly become something of a cult buy among the jet-setting style set. And little wonder, coming from a brand that has brought innovative style coupled with second-to-none quality to its loyal followers since 1854 – Louis Vuitton is well versed at creating genuine desirability.
This September sees the release of the brand’s ninth fragrance, Attrape-Rêves Eau de Parfum. The name translates to “dream catcher” – apt considering LVMH head perfumer Jacques Cavallier Belletrud was inspired by “the euphoria one gets when gazing at a burst of shooting stars”.
Cavallier Belletrud started this vibrant cent with an African cacao flower – grown (perfectly pure) in the perfume capital of Grasse. To this almost animalistic note, the perfumer added peony and patchouli together with notes of lychee, Turkish rose and ginger and bergamot for a punchy jab of freshness. The end result is a scent that makes you feel set for a good day.
“Each [note] plays its role without ever overpowering the other,” says Cavallier Belletrud. “It’s a dialogue between precious ingredients that, in theory, have no reason to cohabit. And yet, on the skin, they converse, interfuse and command attention.”
Attrape-Rêves’ feel-good factor makes Emma Stone – who has warmed hearts since her breakout role in Easy A in 2010 – the perfect ambassador for the scent. She is a friend of Louis Vuitton creative director Nicolas Ghesquière, and this is Stone’s second campaign with the fashion house.
“Getting to see [Ghesquière’s] work, and the world he creates, up close and personal has been incredible,” Stone tells marie claire exclusively. “The fall-winter 18/19 show at the Louvre was unforgettable.”
Stone worked with Academy Award-winning director Sam Mendes to create the new campaign film, which depicts not only Attrape-Rêves but the now nine-strong collection (Le Jour Se Lève launched in March this year) of Louis Vuitton fragrances.
“Part of the fun of this job is being able to be someone completely different, even if it’s just for a moment”
Emma Stone
The collaboration between Mendes and Louis Vuitton marked the director’s first partnership with a luxury brand. “If you look at the house’s history, you see how forward-thinking its founders were; they anticipated many of the changes that shaped the way we live now,” says Mendes, whose directing credits include films such as American Beauty and Skyfall. “There’s also an obsession with craftsmanship that I can very much relate to.”
Stone and Mendes have worked together previously on the director’s darkly reinvented 2014 Broadway production of Cabaret.
“Sam brings a human element to his work,” says Stone. “He’s focused but leaves space for collaboration. He’s also very funny. I love working with someone who has a good sense of humour.”
Scent has also played a starring role in Stone’s career: “I choose a different perfume for each character I’ve played,” she says. “I remember time periods through scent.”
Of the nine Louis Vuitton scents, Stone gravitates towards Apogée (“a pretty floral scent”) and now, Attrape-Rêves, which she says “has a nice surprise element when you wear it”.
Stone’s own ability to surprise will surely keep the dream roles (and dreamy fragrances) coming, too.
“I think I am still on the journey,” she says. “So far, so good.”
