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.
(via tfwaproductshowcase)
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.
Could be aiming for a slightly older age group?
I mean, despite the fact that she looks stunning, she is 50. And really, what 18-25 would know what that that bottle looks like a cleaning product? Like they clean… LOL
Gosh, I would have thought the opposite despite the choice of model. But who knows? Whoever bought Toy will probably buy this, I’d think.
That one may be truly worth getting just for the bottle. Up there with calling a perfume Poopoo (Pidoo). Poopoo had a fun bottle…not sure this one is fun, but it is something
The Poopoo was also a pretty good scent! And of course this one might be too, but did not hear great things about Toy.
And the notes you posted for Toy sound great… so, per usual, one can NEVER tell.
I really like the notes, but I just don’t know if I can deal with that bottle.
I love this bottle, and even though the notes don’t particularly appeal to me, I might buy it (if I can find it cheap) just because it would make me smile every time I saw it. I just worry that I’d zone out, grab it instead of Windex, and wind up with a very fragrant but very smeared mirror!
God, she’s still STUNNING.
And I think the bottle is hilarious, even more so because it’s packaged in such a luxe-looking box.
Back in the day when I used to work in cosmetics and perfume, customers would inadvertently spray fragrance testers right on the glass showcases, causing oily streaks, so the staff would often be seen with Windex and cloth in hand wiping the counters. Sometimes just to be funny, I’d ask the next customer floating by if they’d like to try Eau de Windex! Now it’s become a reality as far as the bottle goes! Obviously there must be no copyright on the bottle configuration. I know Moschino is supposed to be ironic but I can’t forsee this bottle being sought after by collectors with a more aesthetic sensibility.
I love love love that that bottle comes in that staid box.
Plus Moschino already has a fragrance that smells a little like Windex Limited Edition Cherry in L’Eau Cheap and Chic.
There’s an issue of scale here though. The 30ml bottle will seem tiny compared to a real bottle of household cleaner.
Still, I agree it’s an outrageously cute idea. I’ll give it a go if I see it.
INGENIEUX!!!!! I LOVE this idea! That bottle is Brill and Ms. Evangelist looks as Marvellous as ever! The notes sound quite sophisticated and like the fragrance won’t be a jokey kind of thing! Looking forward to this on heartily!!!!!
This might have been transgressive 30 years ago, but it is inert in today’s commodity and media landscapes of extremes, a relic of an outdated cultural politics. Moreover, I am doubtful Franco Moschino would have approved of it. It is simply too obvious a statement. Jeremy Scott’s stewardship of the House of Moschino is altogether too literal. Franco Moschino’s social commentary through the manipulation of the signs and symbols of popular culture and global consumerism was a great deal more subtle than Scott’s ham-handed conceptual grammar. Scott’s reach exceeds his grasp. None of this matters, of course, as long as the cash is rolling in.