Fashion brand Moschino unveiled its newest fragrance at a recent show in Milan. Designed and created by Jeremy Scott, the brand's creative director, the new perfume is called Fresh Couture. But from the way it was packaged, you would think that Moschino was trying to sell a cleaning product.
Stripped of the fancy packaging that's quite common for perfumes, Fresh Couture scent is contained in a cleaning bottle that's similar to what's used for cleaning glass, kitchen counters and bathroom tiles. The idea is definitely unconventional, which is Scott's trademark, and it was intended to provide a contrast between household products and luxury scents.
"The concept for this fragrance was to juxtapose the most mundane and commonplace of all products, the household cleaner, with something so precious - the juice of a luxury brand's fragrance. Taking the iconography of a bottle that has no aspirational value and using it as the inspiration for a vessel to contain something so luxurious and haute couture, creates the ultimate dichotomy of high and low. What could be more Moschino than that?" Moschino's marketing pitch stated, according to Fragrantica.
Fresh Couture eau de toilette has hints of mandarin, bergamot, white peony, osmanthus and white patchouli. Supermodel Linda Evangelista, 50, was picked by Scott's creative team as the face of Moschino's second perfume collection, according to the Telegraph.
The perfume is hitting store shelves on Nov. 1.
A photo posted by Jeremy Scott (@itsjeremyscott) on Oct 6, 2015 at 12:22pm PDT
"FRESH" THE NEW EAU DE TOILETTE BY MOSCHINO !
A photo posted by Jeremy Scott (@itsjeremyscott) on Oct 6, 2015 at 9:08pm PDT
This is not the first time Scott released a perfume in an unusual bottle, as there's Moschino's unisex scent, which is contained inside a stuffed teddy bear, according to Cosmetic Business. "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 designer said.
