After a year of POWER MOVES at Louis Vuitton, the 164-year-old house is launching its FIRST-EVER MEN’S COLOGNES. But does it know how GUYS TODAY want to smell?
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.
This story is from the Summer 2018 edition of Esquire.
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This story is from the Summer 2018 edition of Esquire.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 8,500+ magazines and newspapers.
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