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Industry buzz

Moschino launching new unisex fragrance Toy

The Italian brand has unveiled a new fragrance that has launched exclusively via Harrods and online at Moschino.

Moschino have revealed creative director Jeremy Scott’s latest project, a fun unisex scent named Moschino Toy that is available exclusively in-store at Harrods and online via Moschino.

Moschino's Instagram account showing the Moschino Toy fragrance campaign (...)

Moschino’s Instagram account showing the Moschino Toy fragrance campaign shot by Steven Meisel © All Rights Reserved / Instagram Inc. 2014 /@ Moschino

Unveiled on the brand’s Instagram account, the fragrance is presented in a bottle hidden inside a teddy bear, which is in turn wearing a slogan t-shirt saying "This is not a Moschino Toy." So far so meta, but it gets cooler: the spray is located by removing the bear’s head, and the whole shebang is packaged in a classic plastic-fronted toy box à la Barbie replete with ’try-me’ and ’touch-me’ logos.

Moschino Toy fragrance and packaging - 50ml © Moschino

Moschino Toy fragrance and packaging - 50ml © Moschino

The scent has also appeared for sale on the Moschino site priced at EUR 98 for a 50ml bottle/bear, and Jeremy Scott will be in London this Thursday at the famous Brompton Road store to celebrate the launch. There’s also a campaign starring Isabeli Fontana and shot by Steven Meisel.

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