It's the news perfume obsessives have waited years for – Louis Vuitton has recently launched, not one blockbuster scent, but seven fragrances for women.
One for every day of the week.
These aren't the houses' first fragrances, but they feel like it. Louis Vuitton has only dabbled lightly making only four perfumes in its history.
The '80s was the last time they launched a scent and since then they have kept us guessing about when they might make a big splash.
Rumours had circulated amongst beauty insiders that a fragrance was being developed in 2012 when Jacques Cavallier-Belletrud landed the dream job of master perfumer for the house.
He's the nose behind Jean Paul Gaultier Classique, L'Eau d'Issey and Opium pour Homme by Yves Saint Laurent.
But, nobody expected that seven little minimally designed bottles (created by Marc Newson no less) would arrive.
Jacques Cavallier-Belletrud spent years quietly holed up in Les Fontaines Parfumées, the home of Louis Vuitton's new perfumery in the fragrance capital of Grasse. He devoted four years to developing the formulas for the fragrances.
He travelled the world in search of rare and exotic materials finding new ways to capture rose, jasmine, lily of the valley, Laos agarwood and Patouchi.
He's captured the smell of leather like the light beige material used to cover the handles and straps of the Maison's trunks and handbags.
From around 90 fragrances, Jacques Cavallier-Belletrud whittled the list down to his final selection; Rose des Vents, Turbulences, Dans la Peau, Apogée, Contre Moi, Matière Noire and Mille Feux.
They're perfumes Louis Vuitton describe as a 'journey of the emotions.'
"I went looking for ingredients that could help me tell the stories I wanted to tell. In China, I discovered magnolia, osmanthus and a truly astonishing sambac jasmine, " Jacques Cavallier-Belletrud says.
"What I wanted in particular was to make use of their beauty to create surprise but not confusion. And to inspire rare emotions."
In another suprise, Louis Vuitton didn't plump for the trend for unisex scents.
"Without women, the perfume industry wouldn't exist," says Jacques Cavallier-Belletrud. "I had a wonderful time imagining each of these creations on a woman's skin."
For those who get through a bottle (or all seven), each Louis Vuitton store offers a refill service.
The seven Louis Vuitton perfumes are available in100ml and 200ml, either individually or as a travel set, mini set and in a fragrance case.
Shop the range at Louis Vuitton.