May 11, 2018 | By WGSN Insider
Get more with a WGSN membership. Click for a demo.
He’s known for his fun-loving approach to fashion so it’s of no surprise that Jeremy Scott, who was appointed as Moschino’s creative director just last year, has gone all out for his first fragrance launch for the brand.
Attempting to defy expectations and produce a perfume unlike any other, Scott’s TOY fragrance is playfully housed within a very fuzzy-faced bear whose smiling head twists off to reveal an atomizer hidden within the body.
Packaging draws inspiration from toys found in shops around the globe with a clear, plastic-fronted box in primary colours of yellow, red and blue, complete with bubble writing instructions to ‘Try Me’ or ‘Touch Me.’ The box even has the back flap and hanging hook that are normally associated with toys.
Drawing inspiration from the brand’s founder Franco Moschino, with whom he shares a love of teddy bears, Scott’s TOY is dressed in a custom white t-shirt that states, ‘This is Not a Moschino Toy’.
“I wanted to push fragrance beyond the realm of what a perfume looks like or how it’s packaged,” says Scott. “And I think we’ve achieved that!”
The fragrance features top notes of mandarin, cardamom and bergamot; a heart of lavender, violet petals and hawthorn; and a woody base of sandalwood, vanilla, mountain tree moss and acacia.
Jeremy Scott will present TOY himself at Harrod’s Black Hall today, from 12.30pm to 2.00pm.
TOY is available now at Harrods and www.moschino.com.
– Emma Grace Bailey
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.