Moschino 'Toy' Perfume - it's a teddy!
How about this from Moschino to brighten up a dull November day? It’s only a perfume disguised as a teddy bear! It’s another bit of kitsch Moschino genius from Creative Director Jeremy Scott. (And if you are in London today get along to Harrods between 1230pm and 2pm, where he will be presenting his new fragrance, TOY, which will be exclusively sold at Harrods until November 23. Then it rolls out across the country, hooray!)
The fragrance is exactly what the name suggests: a toy! Best of all, it’s an actual real, furry teddy bear to hug and snuggle up to whenever you choose! Once you’ve taken its head off, that is. To experience the fragrance, just screw off the teddy’s head, and you will find an atomizer built into the bear’s soft body. Spray, and then pop TOY back down – on your dresser, or perhaps your bed?!
“I wanted to push the fragrance beyond the realm of what a perfume looks like it, or how it’s packaged,” says Jeremy Scott, of his first fragrance for Moschino. “And I think we’ve achieved that!”
Scott shares his unabashed love and icon-ization of teddy bears with Moschino’s famed founder Franco Moschino, who devotedly used stuffed animals to cover dresses, coats and hats in his fall-winter 1988 collection. Just as cheeky, and perhaps even more snuggly, Jeremy Scott’s teddy comes armed with a heart-warming smile and a T-shirt that states, “This is Not a Moschino Toy.”
And yeah, don’t let the kids get this one, okay?
He is housed inside really realistic toy packaging, with a clear plastic viewing window, bubble writing instructions to ‘Try Me’ or ‘Touch Me’ and the exact same back flap and hanging hook that are used to hang toy packages in every store around the globe.
So, what about the perfume? Well, I haven’t had the chance to smell it. No TOY for me, sadly, but it features mandarin, cardamom, and bergamot; a heart of lavender, violet petals, and hawthorn, and a base of sandalwood, vanilla, mountain tree moss and acacia – hitting the woodsy notes that nod to this bear’s forest home.
Full of fun, TOY is also revolutionary as a product launch, say Moschino. It offers as a completely innovative way to package, show, and sell fragrance – though am not sure many others will follow the toy route, but I can see the appeal of perfume on a hook.
TOY is available now at Harrods, and moschino.com, until November 23, £80 for 50ml EDT. Then it will roll out to department stores and Moschino retail boutiques throughout the world. Look out for your TOY!
