Fragrance can express individuality or awaken memories. This summer, however, SERGE LUTENS invites us to experience something more subtle: the refreshing sensation of cold water, freshly laundered linen, and the comforting touch of a crisp pillowcase. Those quiet moments of everyday life are distilled into L'Eau Serge Lutens, now introduced in a new size for the season.

Courtesy of SERGE LUTENS
From July 29 to August 4, SERGE LUTENS will host a SUMMER POP UP at the Cosmetics floor on the first level of the Isetan Shinjuku Men's Building. The event marks the exclusive advance release of the new 50mL edition of L'Eau Serge Lutens, the signature fragrance of the MATIN LUTENS collection, while also offering a rare opportunity to discover Le Royaume des Lumières, a collection not usually available in stores.

Wearing Purity Rather Than Perfume

L'Eau Serge Lutens is the fragrance that lies at the heart of the MATIN LUTENS collection, inspired by moments spent with water.

SERGE LUTENS describes it through sensory images: "the freshness of cold water, impeccably ironed clean linen, and the crisp pillowcase that promises a restful sleep." Rather than celebrating opulence or ornamentation, the fragrance embraces purity itself as a form of luxury—an aesthetic that defines the essence of this creation.

A New 50mL Format

The pop-up also introduces the long-awaited 50mL size of L'Eau Serge Lutens.

Complementing the existing 100mL bottle, the new format offers a more approachable way to incorporate the fragrance into everyday life while making the world of SERGE LUTENS more accessible. It will be released in advance at Isetan Shinjuku on July 29, ahead of its nationwide launch on August 1, 2026 (JST).

Courtesy of SERGE LUTENS

Le Royaume des Lumières Appears for a Limited Time

Also featured at the pop-up is Le Royaume des Lumières, the Maison's most exclusive fragrance collection.

Meaning "The Kingdom of Light," the collection explores an evocative world shaped by crimson hues, shadows, and exceptionally rare perfumery materials. As it is only rarely presented in retail spaces, the event offers visitors a unique opportunity to experience one of the brand's most refined olfactory expressions.

Courtesy of SERGE LUTENS

Remembering Summer Through Fragrance

During the event, customers purchasing eligible products will receive exclusive gifts while supplies last, including a travel-size hand and body cleansing gel, a branded mirror, and a branded pouch.

L'Eau Serge Lutens Hand & Body Cleansing Gel 15mL (sample)
Courtesy of SERGE LUTENS

What SERGE LUTENS offers this summer is more than a new fragrance.

It is an invitation to wear the purity of water, the softness of light, and the tranquility found in everyday moments. The SUMMER POP UP at Isetan Shinjuku becomes a place to encounter that quiet beauty—an experience created especially for the season.






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