Louis Vuitton will launch a luxury fragrance in September – Les Parfums Louis Vuitton – and its the brand’s first scent in 70 years.

Created by master perfumer Jacques Cavallier Belletrud, the scent is described as “exotic, rare and floral” -and, “a journey of emotions,” as the brand states on the LV blog.

The fragrance will combine the soft and sensual leather notes of the brand’s iconic travel trunks, while incorporating the unique aromas of the flowers of Grasse, Harper’s Bazaar Australia reports. 

The fragrance packaging, and its design, has yet to be shown. Stay tuned.

Shown in the photo is Louis Vuitton’s Les Fontains Parfumées in Grasse, France – the place that  inspired the scent, and where the company’s fragrance laboratory is based. The estate even has its own perfume fountain.