A spot for Etat Libre d'Orange I Am Trash / Les Fleurs du Déchet, expected to launch this fall. The fragrance was developed in collaboration with the marketing and communications company Ogilvy Paris. You can read more about it at Adweek, where you'll find this quick statement about the intention:
Trash is normally not regarded as beautiful. But with ‘I Am Trash,’ beauty is found in waste. Taking the old and reinventing it to be new again. In a different form. A thing of beauty.
I have no idea what it says about me that I feel strangely attracted to the name of this fragrance. From the article it sounds like it will be very animalic and much more intetesting than most things these days. I’m looking forward to it.
The commercial reminds me of “A Zed And Two Noughts” by Peter Greenaway sans the devomposing animal corpses.
I think they’re trying to be pretty clear that it won’t smell like trash, so not sure it says anything about you!
Hmm. I got a completely different impression. Since the clip had rotting fruit and a peony, I think it might be a fruity floral
That would be my first guess too. ELdO had done a couple edgy scents, but by and large, most of the brand’s “edge” is in the naming and marketing.
It would take lots of fruit and peony to cover up the smell of skatole!
des esseintes, let’s hope you’re right and it is as adventurous as the name!
These days I’m thankful to companies that launch perfumes that are clearly marked and marketed as something I would never need to try. Good job, EldO!
Sometimes the best thing is knowing what not to do.
I am curious about it, though.
I kind of like the idea. I’d definitely be interested in giving it a sniff when it comes out. The concept sort of reminds me of Lush’s Death & Decay, which I also liked.