Moschino are launching a playful, unisex fragrance for adults called Toy which is subtitled "This is not a Moschino Toy"...
Artistic director Jeremy Scott has borrowed from art history but also more directly from the shelves of children's perfumery which often sees this type of cuddly packaging. I think that the teddy bear is in fact a little too familiar a sight in kids' corners to create an effect of real surprise to see it transferred to couture.
As the official launch takes place on November 13th, 2014, not all the details have been unveiled.
On social media, Scott pre-announced the new eau de toilette and revealed its advertising campaign featuring model Isabeli Fontana shot by Steven Meisel.
Moschino have a tradition of being very whimsical, so this new launch is going back to those roots.
Stay tuned for more information in the upcoming days.
Fragrance notes are: mandarin, cardamom, and bergamot; a heart of lavender, violet petals, and hawthorn. Base features sandalwood, vanilla, mountain tree moss and acacia, in reference to the bear's forest home.