l.A. Confidential
Female Singapore|June 2020
l.A. Confidential
The buzzy pop culture-influenced, candy colour-loving multimedia artist alex israel has made his hometown of los angeles both his muse and subject. Last year, he got to apply his dreamy vision to fragrance packaging when louis vuitton introduced cologne perfumes, a triptych of evocative scents inspired by America’s golden state. As the brand continues the tie-up with a fourth scent, california dream, revealed this month, keng yang shuen gets the exclusive from israel on his perennial love affair with la – and evolving one with perfumes and collaborations.

ON THE IMPORTANCE OF SCENT “Scent for me has always been tied to memory and memory is hugely important to how I work from a first-person point of view to narrate the story of my life and times. Scent is also a means towards activating one’s imagination.”

ON WHY HE WAS DRAWN TO THIS COLLABORATION
“When I was approached by Louis Vuitton to do this, I saw the opportunity as both a challenge and a means to learn something new. I had never worked with fragrances and I’ve grown to appreciate them so much through this project. I was surprised to learn about what goes into making each scent unique. (California Dream, for example, blends fresh, sprightly notes like mandarin with mellower ones like ambrette and benzoin.) Working with Louis Vuitton, of course, also introduced me and my work to a whole new audience.”

ON TEAMING UP WITH A LUXURY GIANT
“Louis Vuitton was focused on Southern California as the inspiration for this suite of perfumes. Familiar with my work, Delphine Arnault (the brand’s executive vicepresident) found my practice to be aligned with the moods and feelings that the company was hoping to translate through these scents: a highlighting of certain facets of the beauty and humour of LA culture... It was a very natural and easy collaboration because it all sort of made perfect sense once I met the Louis Vuitton team and smelled the fragrances. (Louis Vuitton master perfumer) Jacques Cavallier Belletrud truly put Los Angeles and the California spirit into them.”

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June 2020