Etat Libre d’Orange Is Making a Luxury Perfume out of Trash and Worms

"I Am Trash" will challenge conventions

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Grasse, the cradle of perfuming in France, has done an impressive job of associating perfume with refinement. When you think of luxury scents, it’s easy to imagine fragrant fields of flowers or the elegant crushing of petals. 

The best-known perfume brands build on that romance. Consider Guerlain’s ultra-lavish “The Legend of Shalimar” from 2013, Dior’s modern fantasies featuring Natalie Portman or even Kenzo’s award-winning “My Mutant Brain” from 2016. 

All that baggage is part of what makes Etat Libre d’Orange’s latest creation so disconcerting—and intriguing. 

A co-creation project with Ogilvy Paris, Etat Libre d’Orange has concocted a perfume made out of trash.



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