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On April 1st, Louis Vuitton unveiled a new unisex fragrance, and it’s not a joke. The cologne perfume, On the Beach, was created by the House’s Master Perfumer, Jacques Cavallier Belletrud, using notes of yuzu, neroli, and aromatic herbs, to convey the perfect emotions of a sunny day at the beach. Containing all the spontaneity of colognes, and all the sophistication of perfumes.

The bottle, packaging, and accessories—a surfboard and new fragrance trunk—were all designed by contemporary artist Alex Israel, who, inspired by his home city of Los Angeles, created a perfect blend of Hollywood fantasy, technological vanguardism, and old-world European and Hispanic inflections—The perfect panorama. Free, passionate, and wildly creative, the actress Eiza Gonzalez transformed into Israel's artwork alongside the collection.