Talking sustainability, branding and scent memories with Lauren Bush Lauren of FEED Projects

We recently launched a blog (clever title: Our Blog), in which we both demystify the fragrance industry and throw a spotlight on the people and things that inspire us. First up: an exclusive interview with Lauren Bush Lauren, who has had a big year.
2017 is the tenth anniversary of FEED Projects, her pioneering luxury brand that was among the very first built on the ideas of transparency and giving back. (A portion of the proceeds from every purchase goes toward fighting world hunger; the brand has provided an astonishing 95 million meals and counting through its partner organizations.) FEED also opened its first store and cafe in May, in the DUMBO neighborhood of Brooklyn. And last but not least, she recently had her first child, a boy, with her husband, David Lauren.
We spoke with her about these exciting things, and — because we’re obsessed with all things fragrance — her favorite scent memories, too. She was kind enough to indulge us just after returning from a giving trip to Mozambique and Madagascar.
PHLUR: So first, congrats on ten years of FEED.
L: Thank you.
P: While the brand obviously has a massive following, there might be some people who need a quick refresher on your background and on your mission.
L: Perfect. I started FEED almost ten years ago after having the unique experience of traveling as a student with the UN World Food Programme. And through that, I was exposed to the realities of extreme poverty and hunger that unfortunately so many still face around the world. I came back from those travels and that experience wanting to give back and wanting to do more, and to engage others in the seemingly overwhelming and abstract issue of world hunger.
That’s where I came up with the idea for the FEED bag. Because I also really loved design and the fashion industry. I was personally thinking about a career in either the fashion industry or humanitarian aid work. So FEED is kind of born out of that passion for both.
P: That makes sense. But even before you started FEED, what drew you to this mission?
L: I majored in anthropology, I’ve always loved to travel and been curious about how other people live around the world. So when I was able to see parts of the world through the World Food Programme’s work, it really opened my eyes. One in nine people are born into a life of hunger and poverty. That’s over 800 million people who wake up every day and don’t necessarily know where their next meal is coming from. There’s these overwhelming statistics, and yet when you meet with these individuals and communities and schools and children, they become very real. So I think I knew I wanted — even before taking that first trip — to be helpful in some way to the world.
P: And you found a unique way to do it.
L: When I had the aha moment for the FEED bag, it wasn’t, for me, about starting another organization. FEED for me is here to support organizations that are already well established and doing amazing work, but need a bit of extra support. So that’s what we’re doing.
P: Ten years in, what’s working better than you would’ve expected, and what still proves challenging?
See the answer, and read the rest of our exclusive interview, on our blog.
