TOY: Jeremy Scott’s first fragrance for Moschino
By Theresa Yee

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 …

Nov 13, 2014
/

Like

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 


Subscribe to WGSN

blog_ad10
Get more with a WGSN membership. Click for a demo.

Related stories

The Beauty-Full Week: Top 5 beauty gifts not to miss

Body Tattoo inspiration and designs
6 photos
Body Tattoos: The Ultimate Instagram Inspiration

5 photos
The Beauty-Full Week: Cult beauty brands from Japan

Sephora beauty bots
1 min
Sephora launches two new beauty bots

1 min
Hair by Sam McKnight: Celebrating 40 years of iconic hairstyles