A message from Etat Libre d'Orange.
Let’s imagine I gather up fabric scraps and make a fantastic quilt (in the geometric style of Sonia Delaunay’s paintings of course). I could say to those raving about my quilt: “Oh. THAT piece of trash?!” Or I might venture to a lumber yard and, like Louise Nevelson long ago, gather bits and pieces of wood to make a sculpture. “The title of this piece is ‘Garbage.'” In a food waste context, huge amounts of spent grains remain after beer production; those can be used to feed animals or people. Coffee grounds make a great growing medium for mushrooms and are an excellent soil amendment. Similarly, Etat Libre d’Orange has used “upcycled” materials (reused waste from perfume-making) to supplement the creation of Les Fleurs du Déchet, more dramatically titled “I Am Trash.”
Les Fleurs du Déchet is a great name…
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.