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Louis Vuitton has introduced its latest unisex fragrance, On the Beach, part of the house’s olfactory West Coast escape. Debuting with a campaign featuring the actor Eiza González and artwork by the artist Alex Israel, the scent evokes an exhilaratingly beautiful day on the beach, where the heat of the sun and soft, warm sand is accompanied by a soothing soundtrack of the ocean’s lapping waves.
Following Israel’s collaboration on the collection’s previous four scents—Sun Song, California Dream, Afternoon Swim, and Cactus Garden—the artist has created an addition to his dreamy “Flats” series for the final fragrant installation, On the Beach. A red and orange iteration of the panel piece with flashes of blue lives in harmony with Master Perfumer Jacques Cavallier Belletud’s sensory creation pairing the rare Japanese citrus Yuzu with serene hints of neroli and herbs omitting a sandy undertone, like thyme, rosemary, pink pepper, and cloves.
Louis Vuitton debuted the new fragrance both on its own and in a special fragrance trunk, which is painted with the same summery Los Angeles palette seen across the collection’s colorful corked containers, featuring a chic glass bottle echoing Israel’s artwork, Untitled (Flat). For the release, the artist also designed a limited-edition surfboard, which mimics the iridescent hues signature to the latest fragrance.