Louis Vuitton takes its Cologne Perfumes on the road in a new campaign with Los Angeles artist Alex Israel, placing six fragrances created by Master Perfumer Jacques Cavallier Belletrud inside the Colognes Woody Wagon. The film develops the California references that have defined the collaboration since 2019, using the sculptural station wagon as the link between fragrance, art and the West Coast.
FRAGRANCES
The Woody Wagon, previously introduced as part of the ongoing Louis Vuitton and Alex Israel collaboration, becomes the focus of the campaign. Inspired by the wood paneled station wagons associated with California surf culture, the miniature houses six Cologne Perfumes, with each scent representing a different aspect of life on the West Coast.
The set includes Afternoon Swim, Pacific Chill, Sun Song, California Dream, City of Stars and On the Beach. The fragrances form a collection shaped around different impressions of California, from bright daylight and coastal air to warm evenings and the atmosphere of Los Angeles after dark.
Israel has played a major role in defining the visual identity of the Cologne Perfumes since the collaboration began in 2019. The first chapter introduced Sun Song, Cactus Garden and Afternoon Swim, with Israel contributing artwork and packaging that translated his view of Los Angeles into color gradients and graphic imagery.
The partnership continued with Ocean BLVD in 2024, which presented five fragrances inside a hand built model of a fictional Los Angeles street. Twenty artisans spent more than 500 hours constructing the two meter long piece. The Woody Wagon extends that same approach through another object closely associated with California.
Louis Vuitton crafted the Woody Wagon from cherry and mahogany wood, metal and natural beige leather. Monogram references appear throughout the design, including on the wooden panels and wheels. Sixty artisans worked for more than 7,000 hours on the project, assembling 219 individual elements. Louis Vuitton limited the edition to 66 pieces, referencing Route 66 and its historic connection to Southern California.
Through the new campaign, Louis Vuitton returns to the visual language that has shaped its work with Israel from the beginning. The Woody Wagon brings all six Cologne Perfumes into one sculptural object, while the film extends their connection to California through the image of an open road, coastal culture and the distinctive atmosphere that has defined the collaboration for several years.
