Etat Libre d'Orange

About Etat Libre d'Orange
Behind the brand: Etienne de Swardt
Boutique Etat Libre d'Orange

About Etat Libre d'Orange

Perfume is dead, long live perfume! We emotionally declare the birth of a newly liberated territory: the free state of orange. A land of olfactory liberality, free from every taboo, where insubordination and olfactory eroticism reign supreme. An independent state in the normed world of modern perfumery where the most talented noses, subjected to the demands of brands, must conform their desires to comply to what the majority expects.

To obtain a truly original product the author must give free rein to imagination: this is the rule Etat Libre d'Orange and its associated noses are committed to. With Etat Libre d'Orange, perfumers are hence freed from censure and have found a subversive and playful territory of expression where personal fantasy has the upper hand on marketing concepts. As if it were a return to the quintessence of perfume, to its raw animality, to its erotic energy, to the power of evoking the body and its urges.

By restoring freedom of expression to artists such as perfume creators, Etat Libre d'Orange acknowledges an individual desirous of expressing singularity by the means of an asserted and accomplished perfume rather than just an ordinary consumer. For those who no longer want to merge with the mass but who on the contrary want to rediscover perfume as a tool of seduction.

Etat Libre d'Orange claims the rarity of the raw material used and the talent of impassioned noses, and favours the encounter of an authentic perfume and its ambassador to be, as opposed to playing the hazardous game of uniformity for anonymous users. When craftsmanship replaces industry and marketing concepts, perfumes become unexpected and totally unique. Clearly a small revolution in the formatted world of perfumers guided by profitability and consumer tests.

Confident with rehabilitating pure creation, Etat Libre d'Orange bans boastfulness with regard to the bottle: it is through simplicity that the force of the concept reveals real depth. Hence, Etat Libre d'Orange becomes a gallery for avant-garde perfumes, a platform for olfactory innovation offered to the public.

Etat Libre d’Orange restores creation with its power of suggestiveness. Different themes were proposed to creators who improvised according to their desire, following the simplest of principles: the more the theme is liberal, the more its illustration is daring. Not just for the sake of being provocative but more to provoke senses. This is when olfactory initiation becomes an incitement to pleasure.

Secretions Magnifiques (magnificent secretions), Putain des Palaces (hotel slut), Eloge du traitre (such a traitor)... As in places dedicated to sex and its various practices, discovering Etat Libre d'Orange perfumes is an incitement to giving free rein to desire, to the most intimate secrets and obsessions. An enticement to wear sexuality like a second skin, to wear it like a dare. A language for the initiated.

www.etatlibredorange.com

Behind the brand: Etienne de Swardt

At the beginning, there was South Africa. The place of birth, childhood, family. Then came New Caledonia, the sea, friends, a paradise. Paris to conquer. An urge to charm at all costs. To do so, he chooses the best of weapons: perfume. The venerable house of Givenchy leads the way, as many perfumes as years gone by: seven in all. New ventures, a new credo. Become essential, be loyal and loved, be the privileged witness of emotion. He starts thinking like a dog imagines a perfume: Oh my dog!

Then comes the time of infidelity, of renewed desire, a necessary step to test oneself. To learn to satisfy ones needs to best meet the expectations of others. It is the time for freedom, and he who loves him is welcome to follow him. By creating his no man's land of perfumery, he makes his dream come true and invites the ones he loves to follow him in this new venture. He decides to start from scratch, declares "the Year Zero of Perfumery" and initiates a small revolution to the image of the charmer he is deep inside. Etat Libre d'orange is the Villa Medicis of noses, a prolific birthplace of creativity and exclusivity in perfume.

Etat Libre d'orange is the Villa Medicis of noses, a prolific birthplace of creativity and exclusivity in perfume.

A few details concerning Etienne: he is a whole-hearted optimistic, has the gentleness of a tyrant, a distaste for conformity, and worships contradiction.