Brand Portrait: État Libre d'Orange
Audacity, originality, and freedom of expression ? these are the principles upon which the brand of Etat Libre d?Orange is founded. Launched in 20016 by Etienne de Swardt, this is a brand that is decidedly anti-establishment in its ethos and outlook. The motto of the company ? ?Le parfum est mort, vive le parfum!"("Perfume is dead, long live perfume!")- is emphasized by a collection of perfumes that challenge conventional ideas about beauty, morality, and the bourgeois notion that a perfume must simply smell good in order to achieve its artistic aim.
The perfumes of ELDO are all quite daring, with unusual compositions and provocative bottle art providing a frisson of excitement and rebellion to the wearer. Each of the perfumes in this house upend convention and makes you think hard about perfume and its role in our lives, and in society at large. But these are no one-off art house installations. No, these are perfumes made to be worn and enjoyed. But with a lively sense of humour and an appreciation for the quirkiness of the artist?s intentions. Le parfum est mort, vive le parfum!