Moschino fashion brand will launch a new men's fragrance in March of 2011 called Moschino Forever. The name takes inspiration from a tag line used for their fashion advertising which is pretty close: "Forever...Moschino." In the past, the label launched other men's fragrances starting in 1990 with Moschino pour Homme, followed in 1998 by Uomo, in 2005 with Friends...
Moschino Forever, as its name indicates, wants to play up the appeal of timelessness. The creative director Rossella Jardini drew an explicit parallel with the fashion that they create '“It’s a bit like the Moschino fashion line where our forte is reinterpreting classics with elegance and irony.”
The composition is signed by perfumer Nathalie Lorson of Firmenich who already did Cheap and Chic for them. The scent is tagged as an "aromatic fougère."
The Eau de Toilette opens on notes of kumquat, bergamot and star anise seguing into a heart of clary sage, tonka bean and black pepper. Base notes are vetiver, musk and sandalwood.
"Moschino Forever will be available in three sizes, a 30-ml. eau de toilette for 38.50 euros, or $52.27; 50 ml. for 51 euros, or $69.16, and 100 ml. for 69 euros, or $93.57."
The advertising is fronted by model and musician Josh Beech who is also the face for Moschino's spring 2011 men's wear campaign. The portrait was shot by Alasdair McLellan.