Moschino toys with new scent

New tongue-in-cheek fragrance was overseen by Creative Director Jeremy Scott

Moschino has launched a new fragrance under Creative Director Jeremy Scott’s lead, called TOY.

The tongue-in-cheek scent, which marks Scott’s first fragrance with the fashion brand, comes packaged inside a toy teddy-bear's body; the atomiser is revealed by screwing off the bear's head. On shelf, the bottle is housed inside a box with a clear plastic viewing window that invites the consumer to ‘Try Me’ or ‘Touch Me’.

The fragrance’s unique design draws on the fashion house’s 1988 fall-winter collection, which featured dresses, coats and hats covered in stuffed toy animals. Moschino’s founder Franco Moschino is said to have an “unabashed love and iconisation” of teddy bears, shared by Scott himself. The new teddy-bear wears a t-shirt that reads: “This is not a Moschino toy” – as well as a smile.

Scott said: “I wanted to push the fragrance beyond the realm of what a perfume looks like it, or how it’s packaged. And I think we’ve achieved that.”

The fragrance, priced at £80, contains top notes of mandarin, cardamom and bergamot; heart notes of lavender, violet petals and hawthorn; and base notes of sandalwood, vanilla, mountain tree moss and acacia. The woody base notes are said to be a nod to the bear's forest home. The scent has launched globally.

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