Weekly Spotlight: AI Creates Fragrances, LVMH x SpaceX, LOEWE Hottest Brand, and More
By Sirena Kuo
1. AI Behind ChatGPT is Now Creating Fragrances
Artificial intelligence, the same technology behind ChatGPT, is revolutionizing the fragrance industry by creating novel scents and ingredients. Companies like Osmo, which emerged from a Google AI research project, use machine learning to predict molecular smells and design new fragrance molecules. These AI-created scents, such as the citrusy yet floral Molecule 4471A, are synthesized in labs rather than derived from natural sources. The technology supports perfumers by identifying substitutes for restricted ingredients, exploring market gaps, and even finding compounds that repel insects, funded by a $3.5 million grant from the Bill & Melinda Gates Foundation. Major fragrance houses like Givaudan and International Flavors and Fragrances (IFF) integrate AI to understand consumer preferences and enhance the emotional impact of scents. Givaudan’s Myrissi tool predicts emotional reactions to scents based on extensive consumer tests, while IFF uses brain scans to monitor neurological responses. These insights help perfumers create scents that resonate deeply with consumers, like Polo Blue evoking a sense of ‘blue’ and Clinique’s Happy eliciting feelings of happiness. Despite some skepticism about AI’s role in the creative process, industry experts acknowledge its growing influence and potential to transform fragrance creation and marketing, with AI and human creativity working together to produce exceptional and emotionally resonant scents.
2. LVMH CEO Bernard Arnault Discusses Potential Collab with SpaceX
In an insightful pre-Paris Olympics Opening Ceremony interview, LVMH’s CEO Bernard Arnault engaged in a revealing conversation with CNBC’s Andrew Ross Sorkin, addressing recent speculations and future possibilities. Arnault clarified his “very minor” stake in Richemont, emphasizing his respectful relationship with its owner, Johann Rupert, and affirming his support for Richemont’s independence. Underlining his admiration for Elon Musk, Arnault lauded the Tesla and SpaceX visionary as a genius and hinted at an intriguing potential collaboration between LVMH and SpaceX. While the idea of a Louis Vuitton-branded rocket or a SpaceX partnership remains speculative, Arnault’s openness to innovative synergies showcases his forward-thinking leadership. Despite his confessed reluctance to personally venture into space, Arnault’s dialogue reflects LVMH’s continual expansion and exploration of new frontiers under his strategic guidance.
3. LOEWE Crowned World’s Hottest Brand for Q2 2024
In an unexpected twist, Jonathan Anderson’s LOEWE has been crowned the world’s hottest brand for Q2 2024, according to the Lyst Index, dethroning Miu Miu, which held the top spot in Q1. This marks LOEWE’s first time leading the list since Q2 2023. Anderson has created a buzz this summer by dressing high-profile celebrities like Anna Wintour, Ariana Grande, Taylor Russell, and Omar Apollo in striking, theatrical looks at the Met Gala. The brand’s Spring/Summer 2025 collection, showcased at Paris Fashion Week, featured elongated feathered details that captivated audiences, while viral campaigns like the tomato clutch and milk-dripping promotions resonated with Millennial and Gen-Z markets, driving a 29% increase in online searches. Meanwhile, Miu Miu and Prada took second and third place, with Saint Laurent climbing to fourth. Other notable brands in the top ten include Gucci, Balenciaga, Versace, Bottega Veneta, Jacquemus, and Moncler. Kim Kardashian’s SKIMS also saw a rise, thanks to its Team USA Olympic capsule and menswear expansion. New entrant Coach landed in the 20th position, driven by its trendy accessories and a refreshed luxury aesthetic. Additionally, LOEWE’s Cloudtilt silhouette and adidas’ SL 72 were highlighted as the most popular items for Q2 2024.
4. Blumarine Names David Koma as New Creative Director
Blumarine has appointed London-based designer David Koma as its new creative director, marking the brand’s third such change in two years. Koma, known for his eponymous womenswear label and a prominent figure at London Fashion Week since 2009, succeeds Walter Chiapponi, who stepped down after just one season. Prior to Chiapponi, Nicola Brognano held the role from 2019 to 2023, attempting to infuse Blumarine with a sexy, street-style aesthetic. Founded in 1977 and owned by Eccellenze Italiane, the investment vehicle of Liu Jo co-founder Marco Marchi, Blumarine is looking to Koma to bring fresh vision and stability. Koma’s first collection for Blumarine will debut with the Pre-Fall 2025 line, and the fashion world is eager to see how his innovative style will influence the iconic Italian brand.
