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With the arrival of the La Beauté line, the Maison Louis Vuitton is embarking on a new journey, expanding its vision which is inextricably linked with travel, creativity, and savoir-faire. Under the leadership of the legendary visionary and Cosmetics Creative Director, Dame Pat McGrath, an exclusive makeup range has been created that redefines beauty as a lifestyle, an experience, and a dedicated art form. It is not just about the products, but about the embodiment of identity and empowerment.
The debut collection presents 55 shades of LV Rouge lipsticks, 10 luminous LV Baume lip balms, and 8 chromatic harmonies of LV Ombres eyeshadow palettes. Each piece is designed as an artistic object of desire, intended to be kept forever. The renowned industrial designer Konstantin Grcic is behind the architecturally clean design of the sustainable and refillable packaging. The packaging, made of aluminium and brass, elevates a functional cosmetic product to the level of a collector’s item, and a golden ring on each piece is an ode to the brass details of iconic Louis Vuitton trunks.
For the very first time, the world of high perfumery is entering the world of makeup. Through a unique collaboration between Pat McGrath and Louis Vuitton’s Master Perfumer, Jacques Cavallier Belletrud, the lipsticks have acquired their own unique scent signature. The fragrance, inspired by the flowers of Grasse, is subtle yet distinctive, elevating the makeup ritual to a new sensory level. The product formulas themselves are the embodiment of innovation – from the caring base of the lipsticks with natural waxes from recycled roses to the ultra-pure pigments in the eyeshadows.
The first campaign for the new collection, shot by the celebrated Steven Meisel, perfectly embodies the brand’s vision of femininity and empowerment. Its stars are House Ambassador, Korean actress and model Hoyeon, alongside models Ida Heiner, Chu Wong, and Awar Odhiang. The campaign is an invitation on a journey through surreal destinations, where the lines between reality and dreams are blurred against a backdrop of crimson deserts and a light-pink lake.
