LOUIS VUITTON: “THE DAY IS DAWNING” CREATIVE BRIEF

LE JOUR SE LÈVE, a VUITTON fragrance for women, extends the idea of physical travel to travel through the circadian rhythms of the day.

LE JOUR SE LÈVE translates into English as ‘The Day is Dawning’. It explores questions of how we interpret time and existence. In order for new day to dawn, the last day must draw to a close.

This is a perfume that symbolizes the eternal relationships between nature and humanity, the Earth and the Sun.