06 Jun '18, 5pm

Why Louis Vuitton's Long-Anticipated Fragrance Collection Was Worth the Wait

We just want people to like us. It’s the reason we work out, buy new clothes, and spritz cologne before a night out. That last, intangible element—scent—must be working somehow. It’s about a $40 billion worldwide market, and American men who buy the best, the high-end luxury juice, dropped a couple billion on the stuff in 2017 alone. Almost every major fashion house has a piece of this pie—except Louis Vuitton. That’s the brand with the unmistakable monogrammed luggage, the one that generated deafening buzz with last year’s Supreme collaboration and this year’s hiring of Off-White’s Virgil Abloh as its men’s artistic director. It’s been pulling ahead in every arena except fragrance, where it was leaving (heaps and heaps of) money on the table. Until now.

Full article: https://www.esquire.com/style/grooming/a21097332/louis-vu...

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