Euroitalia has unveiled an innovative new unisex fragrance from Moschino, called Toy. The brainchild of Moschino Creative Director Jeremy Scott, the scent is said to “smash every fragrance preconception to bits, boldly redrawing its form, function and fabulousness”.
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| Euroitalia and Moschino think out of the box with new unisex fragrance Toy | ||
As its name suggests, the fragrance packaging is a genuine toy: a fuzzy-faced teddy with a screw-off head and a 50ml edt atomiser built into the bear’s soft body. The bear wears a T-shirt that states ‘This is not a Moschino toy’. The outer carton resembles typical toy packaging, complete with plastic viewing window, a back flap, hanging hook and ‘Try Me/Touch Me’ bubble writing.
“I wanted to push the fragrance beyond the realm of what a perfume looks like, or how it’s packaged,” Scott explained. “And I think we’ve achieved that.”
The fragrance references Scott’s well-known love of teddy bears – and also pays tribute to the house’s founder Franco Moschino, who used stuffed animals to cover dresses, coats and hats in the Fall-Winter 1988 collection.
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The juice was created by Givaudan’s Alexandra Kosinski. It opens on notes of mandarin, cardamom, juniper and bergamot, atop a heart of lavender, violet petals, hawthorn and nutmeg. The base blends sandalwood, cedarwood, vanilla, mountain tree moss and acacia.
Moschino Toy made its debut late last year, at selected doors such as Harrods London and La Rinascente in Milan, and by mid-February will be rolled out to wider distribution. It is also available at www.moschino.com.
The ad campaign, shot by Steven Meisel, depicts Brazilian model Isabeli Fontana in a dress adorned by teddy bears.
