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Nov 18, 2014
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Moschino launches “Toy”, a teddy bear fragrance

Published
Nov 18, 2014

Jeremy Scott isn’t wasting any time. Having been named creative director of Moschino just one year ago, the eclectic American designer has now launched his first fragrance! The unprecedented perfume/stuffed animal concept should prove just as successful as his first series of accessories for Moschino, which have included an iPhone case in McDonald's colors as well as a pink, leather jacket-shaped Barbie handbag—both of which have literally been snatched up over the past two seasons.

Toy, Moschino’s new fragrance in Toys R’ Us-style packaging


“Toy” is the mischievous name that has been given to Moschino’s new fragrance, which is housed in a sweet little teddy bear that comes in classic bright, Toys R’ Us-style packaging that reads: "Try me" and "Touch me." 

The teddy bear sports a friendly smile and a t-shirt proclaiming: "This is not a Moschino Toy”. To use the perfume, one simply removes the bear’s head! As for the unisex fragrance’s scent contained in the 50ml bottle, it blends notes of mandarin, bergamot and cardamom, combined with lavender, hawthorn and violet leaves. 

Both Franco Moschino, the brand’s founder, and Scott share both a passion for teddy bears and a spirit of irreverence.

Moschino, teddy bear model for winter 1988-89 (Photo: PixelFortmula)


Toy was launched a few days ago in London. It will be offered exclusively in Harrods department store and on moschino.com until 23 November. The fragrance, which has strategically been released just before Christmas, will then be available in the brand’s stores and in select multi-brand outlets. 

The advertising campaign, photographed by Steven Meisel, will feature Brazilian model Isabeli Fontana. She wears a tight, somewhat retro black dress with a collar lined with teddy bear bottles...uncannily reminiscent of the famous Franco Moschino bear dress for winter 1988-89.

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