Moschino will launch Fresh Couture, a new woody floral perfume for women. Fresh Couture is fronted by model Linda Evangelista.
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?
The "surprising and ironic" fragrance features mandarin, bergamot, ylang ylang, raspberry, peony, osmanthus, woods, patchouli and ambrox.
Moschino Fresh Couture will debut in November, in 30, 50 and 100 ml Eau de Toilette.
Update: Moschino Fresh Couture will be more widely distributed than Moschino Toy, but will not reach the US until 2016. The woody floral was developed by perfumer Alberto Morillas.