Words: Jamie Olesker
Feature image: Etat Libre d’Orange
Created in Paris, Etat Libre d’Orange is a French new luxury perfume brand. Currently, with 34 perfumes in their collection, they recently launched their newest scent co-created with Ogilvy Paris. The label is called “Les Fleurs du Déchet” (The Flowers of Waste) or “I AM TRASH” as its English brand name made from organic materials.
In their recent video teaser, the narrator says “Trash, but never waste. The most wanted scent, made from the unwanted: Etat Libre d’Orange.” as earthworms curl through dead flowers and expired fruit. This imagery highlights the waste that luxury contributes to and solves the problem through creating beauty within trash.
Etat Libre d’Orange Founder and CEO, Etienne de Swardt, says the fragrance is, “a luxury perfume that exists to defy convention.” With other perfumes named “Putain des Palaces” (Palace Whores) or “Fat Electrician”, the customer of these products are seeking the unconventional when it comes to purchasing perfumes. You will be able to smell “I AM TRASH”’s debut this fall.