Story | Leslie Yip Photography | Louis Vuitton
Imagine walking barefoot on a blissful long stretch of beach, the peaceful rush of the ocean as your soundtrack, the warmth of the sun on your back.
A limited-edition surfboard designed by Alex Israel is adorned by the artist’s signature iridescent colours, drawn from the LA landscape and shared through On the Beach.
If this is your dream escape of the moment, but you are unsure when you can check into that ocean-view balcony suite, don’t worry. Thanks to Louis Vuitton master perfumer Jacques Cavallier Belletrud, you just need to close your eyes, take a deep breath and let the new On The Beach cologne perfume take you where you want to be.
Louis Vuitton On The Beach Cologne Perfume, 100 ml | $310，200 ml | $480
“It opens with brightness and becomes a caress,” explains Belletrud. “Yuzu creates that brilliance. It’s a rare citrus from Japan that I’ve been passionate about for 30 years. It has a complex scent, like a cross between grapefruit, mandarin and orange. It’s a cardinal, lively note that sweeps into an explosion of freshness.
“Then comes calming neroli, the sun-drenched essence of orange blossom,” Belletrud continues. “It’s a delicate and joyful punctuation, mixed with a sandy note made of faceted aromatics. Thyme, rosemary, pink pepper and cloves are discreet, but essential to the landscape because they help create a summer ambiance. A veil of cypress signs the scene, like benevolent, woody shade on a cloudless day.”
The release of this new scent is complemented by a dreamlike visual interpretation by multi-media artist Alex Israel, who previously dressed the four other escape-themed perfumes in the Cologne Perfume collection. Sun Song is inspired by the caress of sunshine; Cactus Garden takes you on a promenade across an exotic patio; Afternoon Swim depicts a dive into an ocean of pleasure and California Dream captures the enchantment of a sunset.
The muse for On The Beach is actually the artist’s hometown of Los Angeles, where the colours of kaleidoscopic oceanfront façades, and the light from the sun and sea shift and shimmer throughout the day.
These oscillations of light and dreamlike colour are reflected in the red, orange and hint of blue packaging and bottle. To remain as close as possible to the illusory changes in colour that the artist loves, an unprecedented process gives each bottle a unique colour gradient.
