‘For a more beautiful world’ (‘Pour un monde plus beau’), KENZO FRAGRANCES – international
WILLIAM AMOR X KENZO FRAGRANCES ‘FOR A MORE BEAUTIFUL WORLD’
More than 10 years ago, through a process of transforming discarded plastic materials that were littering the natural environment, William Amor’s Poppies were born. The Poppy created by William Amor is a messenger, that aims to evoke an emotional response and seeks to change the way we look at plastics pollution.
A piece of discarded plastic can become the most beautiful and sensual thing on Earth: an exquisite flower that is both fragile and graceful. Kenzo called on William Amor to create a field of giant poppies, an art installation with a touch of poetry, made up of 200 flowers, at Palais Brongniart in Paris, putting the spotlight on upcycling and the ethos behind it.
For Kenzo Fragrances, William Amor reinterpreted his iconic poppy, to create a field of 250 flowers made from previously unrecycled waste materials. The message conveyed by this artwork demonstrates a commitment to sustainable development and requires an element of interaction from the viewer, as each poppy carries a paper ribbon, on which is written a wish for a better world.
The petals that make up the poppies are made from transforming plastic bags into art materials. The centre of the flower is created using recycled plastic fibres, as well as fishing lines and ropes. This floral creation is hand-crafted around a jewellery-style setting finished in silver metal, affixed to a stainless steel stem. The work is arranged on a base of painted solid beech sourced in France.
Running through to 31 January 2020, Kenzo Fragrances ran a social and environmental responsibility campaign entitled ‘Poppy with a Message (Le Coquelicot Messager) Kenzo Fragrances x William Amor’. This work of art, created using upcycling techniques to celebrate the festive season, is available internationally.
Kenzo Fragrances and William Amor will donate more than half of the price of each poppy sold, as part of the ‘Orange Blossom, for a more beautiful world’ programme, which works towards finding sustainable sources of Orange Blossom and towards the empowerment of women in Morocco.