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A Thursday morning feast for your eyeballs courtesy of Louis Vuitton’s very first fragrance campaign. Ooh la la. Photographed by the wonderful Patrick Demarchelier (“We have Patrick!”) it apparently captures “radiant, contemporary femininity and renders it sublime.” And doesn’t it just. Our ingenue here is French actress and all round beautiful lady Lea Seydoux, who here frolicks elegantly beneath a waterfall and manages to match a flower with her lippy. Isn’t she clever? Sort of like a classy version of that Herbal Essences ad. Apparently, as the notes tell us, said waterfall is located in South Africa, to which we logically turned to our own resident South African, Mr Garth Spencer. He wasn’t particularly helpful (“my parents might live near there”), but we are now left with a slightly traumatising image of a half-naked young Garth frolicking in the water. “At a glance, one can almost feel the softness of her skin and the dampness of her hair. Her beauty, as radiant as her emotional power, is of astounding simplicity,” says the press release, not about Garth, but Lea because well, isn’t she a beauty? The campaign represents one of the seven fragrances that make up LV’s debut perfume created by Master Perfumer Jacques Belletrud. This one is Rose Des Vents, the others being Turbulences, Dans la Peau, Apogée, Contre Moi, Matière Noire and Mille Feux. Expect more images to emerge over the coming days. Back to Lea: “Louis Vuitton is about travel, but it’s also about dreams. Its spirit blends adventure, discovery and emotion. I am very honored to embody this universe.”

Léa Seydoux Louis Vuitton

Earlier this summer, Louis Vuitton announced that it's getting back into the fragrance business almost a century after its last scent came out. And on Thursday, the brand released an advertising campaign for its new fragrance collection.

Starring actress Léa Seydoux, the campaign was shot by Patrick Demarchelier at Lone Creek Falls in South Africa, WWD reported.

"Louis Vuitton is about travel, but it's also about dreams. Its spirit blends adventure, discovery and emotion," Seydoux said.

Marie-Amélie Sauvé was the campaign stylist, Damien Boissinot was in charge of hair and Christelle Cocquet was the makeup artist. The ads are set to break in the October issue of various magazines and the Sept. 15 editions of daily newspapers throughout the world.

Louis Vuitton's new fragrance offering, called Les Parfums, consists of seven women's scents that were created by in-house master perfumer Jacques Cavallier-Belletrud.

"I wanted to celebrate women and their universal values — femininity in the world. I think that perfumes have to be back in luxury," Cavallier-Belletrud said at a press launch for the fragrances in Paris.

The fragrances hit 200 Louis Vuitton stores across the globe yesterday, and the brand also has five pop-up stores to promote its return to the perfume business in the works.

"It's really exciting to create a new area of craftsmanship at Louis Vuitton: This launch is a natural progression, given the very long hiatus that followed the launch of our first fragrances in the Twenties," said Michael Burke, chairman and CEO of Louis Vuitton

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