Upscale Upcycle: Etat Libre D’Orange & Marine Serre
Etat Libre D’Orange I Am Trash Campaign
Etat Libre D’Orange is invigorated by the unimagined, illustrated through the launch of the fragrance ‘I Am Trash.’ As the name indicates, the scent is created from decomposed waste through a method known as upcycling. Crafting a perfume from waste appears contradictory. Perfume intends to please rather than repel our sense of smell. However, the fragrance accomplishes the unexpected, morphing waste into beauty.
Etat Libre D’Orange seeks inspiration from all aspects of life, not excluding the undesired. The brand continuously challenges norms within the luxury industry through the story told by the fragrance and the materials involved in the process. As climate change and waste accumulation remain a dire societal concern, the brand took the plunge to create without furthering the issue. The fragrance utilizes this modern method of production that can satisfy the consumer without degrading the environment.
Beyond perfume, the luxury industry utilizes upcycling with brands such as Marine Serre. Before creating her line, Marine Serre asked herself, “Why does the world need another fashion brand?”. Although Serre recognized the wasteful nature of the fashion industry, her creative thirst persisted. As with Etat Libre D’Orange, she sought to address the issue at hand with this new form of production, enabling her to create unapologetically. Serre crafts garments into a desired aesthetic from undesired textiles.
Etat Libre D’Orange and Marine Serre uphold the fantasy evident in luxury brands through inventive designs. Additionally, they respond to our new reality, utilizing upcycle in the upscale.
