MILAN — Moschino Forever, the fashion house’s newest scent, is out to capture the classic man.
The masculine fragrance from Italy-based fragrance house Euroitalia — Moschino’s licensee — follows in the footsteps of the label’s other male scents, Moschino Friends, launched in 2005, and Moschino Uomo, rolled out in 1997.
Moschino creative director Rossella Jardini said the scent’s name was inspired by an appeal that’s meant to be timeless: “It’s a bit like the Moschino fashion line where our forte is reinterpreting classics with elegance and irony.”
Moschino Forever is rolling out now in Italy and is slated to reach 10,000 doors worldwide. A U.S. launch is scheduled for the second half of this year. Industry sources estimate the scent could generate about 25 million euros, or about $34.5 million at current exchange, in first-year wholesale sales.
The scent was composed by Nathalie Lorson of Firmenich. Described as an aromatic fougère, it includes notes of kumquat, bergamot and star anise blended with a heart of clary sage, tonka bean and black pepper. It dries down into notes of vetiver, musk and sandalwood.
Moschino Forever will be available in three sizes, a 30-ml. eau de toilette for 38.50 euros, or about $53; 50 ml. for 51 euros, or about $69.50, and 100 ml. for 69 euros, or about $94.
A print ad was produced by M/M Paris and photographer Alasdair McLellan in Paris. The campaign features British model and musician Josh Beech, who also features in the fashion label’s spring men’s wear advertising campaign.
The scent’s bottle mirrors the Italian brand’s quirky positioning with an impactful silver cap that bears the brand’s logo, paired with a classic linear bottle design fashioned from transparent glass to showcase the juice’s bold color.
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
Sneaker reselling app @goat’s latest exhibit, "The Greatest: New York," tells the story of New York's sneaker culture. To celebrate the exhibit, an intimate crowd gathered on Thursday night at the pop-up gallery space, located at Platform in Culver City, to hear guest speaker and illustrator @esymai talk about her own rise in streetwear and women in the business. "For me I'm just someone who is creative. I like to create things," said Chang. #wwdfashion
Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast