Pharrell Williams Wants You to Smell Like Photosynthesis
How does Pharrell Williams smell? He claims like sunshine in a bottle.
Last year, Louis Vuitton engaged Mr. Williams as its men’s wear creative director. Light is the inspiration behind his brand-new fragrance, LV Lovers. Mr. Williams emailed, “The idea is photosynthesis.”
Since joining Louis Vuitton, Mr. Williams has used natural light in menswear exhibitions. He showed his initial men’s collection for the label on Paris’s Pont Neuf bridge at nightfall last June. On Tuesday (June 18), models wearing his latest collection walked beneath an incandescent sky outside UNESCO’s Paris offices.
Mr. Williams said he wanted LV Lovers to evoke a sense of cheerfulness and well-being, or “that the sun is shining on us.” Mr. Williams said galbanum, a woody-smelling gum resin from an Iranian plant, gives that impression. He created the fragrance alongside father-daughter perfumers Jacques and Camille Cavallier-Belletrud, using it as the main ingredient.
The $320 “LV Lovers” fragrance comes a decade after Mr. Williams teamed with Comme des Garcons on “Girl,” a short-lived unisex fragrance that debuted at Sephora to promote his second solo album of the same name.