“Le parfum est mort, vive le parfum!”
Image credit: Adam Luszniak
Interior architects: Shed
The motto of French perfumery Etat Libre d'Orange, which roughly translates as, “Perfume is dead, long live perfume!” is something of a call to arms for a growing perfume counter-culture, which is pushing back against the mass-produced nature of the mainstream perfume industry. Citing their founding year as “Year Zero of perfumery,” the fiesty nature of the brand is reflected in everything from the vibrant and debauched aesthetic, to dark and dirty in-store ambience; a tip of the hat to erotica as it’s popularised for the masses.
The scents themselves are bursting with character, and invite customers to musk themselves with a new identity: female sci-fi fanatics should spritz on a little Jasmin & Cigarette, which takes inspiration from Bladerunner’s Rachael, while those who want a whiff of anarchy should try Malaise of the 1970s, originally blended for infamous UK punk act The Sex Pistols. In choosing a scent, customers are welcomed to use the products as building blocks when constructing their own identities, thus providing the ultimate in immersive storytelling.
Committed to producing the highest quality products, Etat Libre d'Orange work with some of the world’s most respected perfumers and the best available ingredients to create a premium brand. Yet through bold storytelling and a flirtatious edge, the perfumery maintains a balance on the fine line between luxury and snobbery.