Upcycling as a Fashion (and Scent!) Statement

As the Fashion Week fever subsides with some viral drama of environmental activism, amidst the sequins and couture and asymmetric oddities, the future of Upcycling is looking bright. As the first perfume brand to embrace the concept of Upcycling with our infamous I Am Trash; we are excited to see the trend finally explode in the world of fashion, a historically unsustainable industry.

As NYFW and the following weeks of fashion fervor in Paris and Milan returned to in-person attendance, there were many opportunities to demonstrate new sustainable aims and considering the immense attention in the media. As a result, there will inevitably be a ripple effect on the industry's global commitment to sustainability.

"The most exciting idea, though, is the netting-like mid-layers worn with almost every look. Handmade from scraps of leather, scuba, or leftover fabrics, they are hand-crocheted and have an arty, cerebral feel, like a waistcoat for a mermaid”Vogue

Photo courtesy Lecavalier

Lecavalier Takes Its Craft and Upcycling to Paris Fashion Week
From Marni designing handpainted, upcycled cotton separates outfits for everyone in attendance of their show and Puppets and Puppets focusing on using upcycled deadstock materials to create whimsical Marie Antoinette–inspired minidresses with Baroque prints and accessories like its viral cookie and pomegranate bags, to Rachel Comey featuring a selection of archived clothing items from the past 20 years, one thing is clear, the upcycling and sustainability movement is growing, in part due to a strained industry, but thankfully in part due to demand from customers. We want sustainable products. Because, as we like to say, Liberty Has A Voice.
Inside Collina Strada, one of the chosen Gucci Vault designers

Design and creativity have always been our tools to communicate our values. Flashback to 2018 and the creating process of our best-seller, I Am Trash, which encapsulated a clear message -
The Most Wanted Scent
Made From The Unwanted.

"Her [Collina Strada's] signature aesthetic, which includes tie-dye and upcycled pieces, has caught on with mainstream customers, particularly those with an interest in sustainable fashion...Bedazzled, reusable water bottles and upcycled face masks are among the top sellers."Vogue

Photo courtesy Soraya Zaman

We created a wearable accessory as a statement of a global issue that needs to be addressed collectively by consumers and brands. Our goal was to turn the spotlight onto the bottom of our trash with flowers that still bleed their succulent aromas, the peels, and the rinds that can still give. All must now be repurposed and brought back to life in a new form, connecting design and creativity to real life and people.
Marine Serre SPRING 2022 READY-TO-WEAR
Marine Serre SPRING 2022 READY-TO-WEAR
Marine Serre SPRING 2022 READY-TO-WEAR

"With Fichu pour Fichu, 45% of the materials are regenerated, while another 45% are recycled, the most Serre has ever used." – Vogue.
Photo Courtesy Marine Serre

As Marine Serre sends dresses made from upcycled silk scarves and terry cloths transformed into jackets down the runway, she reflects on what the future might look like if we all consider the impact of our everyday decisions on both the planet and those around us. "Design can be a place where we are free to take meaningful action" and here at Etat Libre d’Orange, we couldn’t agree more.
I Am Trash

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