Jeremy Scott for Moschino launches Fresh Couture

The fragrance is packaged inside what appears to be a household spray cleaner bottle

Despite first appearances, this bottle of what looks to be a household spray cleaner is in fact Jeremy Scott’s latest fragrance creation for perfume house Moschino.

The US fashion designer, who is Moschino’s Creative Director, was inspired to create Moschino Fresh Couture Eau de Toilette after exploring the concept of juxtaposing an everyday, mundane vessel with a luxurious and precious fragrance in “the ultimate dichotomy of high and low”.

It is not the first time Scott has pushed the boundaries of conventional fragrance packaging; last year, he was behind the launch of TOY, a fragrance housed inside a teddy bear, which itself came packed inside a box with a plastic viewing window (for more on this, click here).

Moschino Fresh Couture contains top notes of mandarin, bergamot and yang yang; heart notes of raspberry, white peony and osmanthus; and a dry down of clear woods, white patchouli and ambrox.

The campaign image for the fragrance stars Canadian supermodel Linda Evangelista, photographed by Steven Meisel. Scott provided the art direction.

The fragrance will be available in 30ml (£37), 50ml (£54) and 100ml (£70) from 5 November exclusively at UK retailer Selfridges.

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