Year of Release: 2018 I Am Trash: Les Fleurs de Déchet (“I am trash: the flowers of waste”) is nothing other than a call, cry, manifesto, or appeal to us, the listeners about environmental issues in our surroundings and in the world.
The most wanted scent made from the unwanted. For whom is it? For those at the vanguard, those wanting to step in to a new era of perfumery industry. Many of the fragrance’s components are obtained through upcycling – a type of waste transformation (petals that have gone through distillation of wood chips, leftovers from the food industry) in order to emphasize other facets of the ingredients before being returned to the earth.
These scents don't smell like you expect.
Joana O’Gorman, creative director at Ogilvy Paris, when creating the commercial said that our planet moves forward and society needs to be prepared for the changes. It has gotten used to discarding the unnecessary objects, and all that does not match their demands and ideals is thrown into the bin. This applies to both real and virtual life, which is why the new fragrance accentuates this so clearly. The aim of perfume makers is to proclaim to society that any waste should be recycled so they created a fragrance using leftovers from the perfume industry.
Original, unique scent does not have gender affiliation, thus further emphasizing the equality of people before nature processes. It has everything: gentleness and softness of roses, richness of atlas cedar, light spring freshness of apple, sweetness of strawberry. All of this is encompassed by special Iso E Super, creating pleasant, floral-herbal background with hints of wood.
I AM TRASH is a complex allegory of our lives: we die and are reborn. Life everywhere. Beauty is eternal. And “trash” is beautiful and can be worn.