Jeremy Scott Rolls Out His First Moschino Fragrance

by Alexandra Ilyashov

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A new plaything for the chic set: Jeremy Scott‘s first foray into fragrance chez Moschino is just as cheeky as the threads he’s been trotting down the label’s runway since he was appointed creative director last October. Called Toy, the scent is nestled in a fluffy teddy bear donning a T shirt that reads, “This is not a Moschino toy”. Isabeli Fontana fronts the Toy campaign, bedecked in a fur stole-esque wrap of multiple Toy bear-bottles; the whimsical image was shot by Steven Meisel. The funny factor doesn’t end with the furry critter turned scent dispenser: the packaging riffs looks like something you’d actually find in the aisles of Toys “R” Us, complete with text like “Touch Me” and “Try Me”, as well as the kid-appropriate primary color palette and graphics. The unisex fragrance, created by Moschino in tandem with licensing partner Eurotalia, will debut at Harrods in L0ndon on Thursday. Expect to shell out $110 for a whiff of Moschino’s latest.

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