Luxury French fragrance company Etat Libre d’Orange and Ogilvy Paris are teaming up to create a new luxury perfume known as Les Fleurs du Déchet. Designed to disrupt the fragrance industry, this particular perfume is concocted completely of trash. This idea is echoed in the name of the perfume as Les Fleurs du Déchet translated becomes "I Am Trash." This perfume came as a result of long reflection over waste and society, and was ultimately created to force consumers to reconsider the life cycle of the resources they use.
This new perfume illustrates an interesting connection between waste and luxury and shows a concentrated effort at finding a balance between the two. Les Fleurs du Déchet seems to actively condemn the waste luxury often creates, but also manages to create a solution to the problem. At the same time, part of the concept of this fragrance was to disrupt the idea of trash and showcase it as a way of reinventing beauty in all forms.