MILAN — Moschino’s creative director Jeremy Scott’s second venture into the fragrance world turned out just as playful and unconventional as his first scent Toy, which was bottled in an actual stuffed teddy bear. The new fragrance called Fresh, introduced by Scott on his Instagram account on Oct. 6, is an ode to the household cleaner bottle and an exact replica of the iPhone case that was handed out at the brand’s fashion show during Milan Fashion Week in September.
“I wanted to evoke the iconography of the most mundane and common of all household cleaners,” Scott explained of the idea behind the fragrance, adding: “Fresh captures the irreverence of the brand, arching back to Franco Moschino’s first fragrance ad of the model sipping a perfume from a straw stuck in the bottle.”
Whereas Toy’s distribution was more selective, with an estimated 5,000 doors worldwide, Fresh will reach about 10,000 doors when rollout is complete, according to Giovanni Sgariboldi, president of Euroitalia, the fashion brand’s licensing partners since 1985, which also creates scents for the Moschino Cheap and Chic line.
“Fresh continues the creative revolution of Moschino and its fragrances made by Jeremy Scott,” noted Sgariboldi. “To distinguish ourselves is what we wanted, originality is the life of a brand and the DNA of Moschino in particular,” he said, and added that the scent does not just stand out because of the bottle design, but also because of the new, modern and attractive olfactory note.
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Distribution will start in Italy by the end of October and reach other European countries in December and early next year, before rolling out in the Middle East in the spring. Distribution for the rest of the world will happen in the second half of 2016. “Even duty-free will be an important segment,” Sgariboldi noted. “We are good at creating ad hoc actions for specific markets.”
Sgariboldi would not reveal sales projections, but industry sources suggested that Fresh could hit 15 million euros to 16 million euros, or about $16.5 million to $17.6 million at current exchange, in retail sales in the first year on the market.
Bottled in a transparent glass flacon, the bright-blue-colored scent pays homage to the typical household cleaner bottle, which is decked out with the scent’s name in red-and-white lettering. The flacon is topped off with a spray cap in red and white, a proxy, which needs to be taken off to apply the fragrance with a standard vaporizer.
“I wanted to do something in glass and something that had not been done in the fragrance world, yet that would be instantly iconic and thought-provoking. The name was so natural, I did not even have to think about it,” noted Scott on the bottle design, adding: “It was the word that just came out of my mouth and from my pen when I drew the bottle — it could only be Fresh!”
The juice — a woody floral created by Alberto Morillas of Firmenich — kicks off with top notes of bergamot, mandarin and ylang-ylang, and follows with a heart of raspberry, white peony, osmanthus, over a drydown of cedar wood, white patchouli and ambrox.
For the advertising campaign, Moschino has gone again for Linda Evangelista — she also fronted the brand’s McDonald’s-inspired fall 2014 campaign — shot by Steven Meisel and under the art direction of Scott himself. Holding the bottle over her head, Evangelista, with red hair, shimmering blue eyeshadow and coral lips and nails, is lying under a glass table, presumably giving it a good cleaning, while wearing a bathrobe. Meisel also shot a television commercial for the fragrance, featuring Evangelista.
“Like everything I do at Moschino, I am extremely involved in the creation of the brand’s image and I was certain that I wanted Linda to be shot by Steven Meisel as the perfect 1950s housewife reprising her iconic red-hair look that stunned fashion and elevated her into the superstar stratosphere,” explained Scott of his decision on coupling Evangelista and Meisel, which he refers to as “the definition of fashion itself.”
Fresh, an eau de toilette natural spray, will be introduced to the public at Selfridges in the U.K. on Nov. 5 and is available in 30-ml., 50-ml. and 100-ml. versions, retailing for 49 euros, 70,50 euros and 91,50 euros, respectively, or about $54, $78 and $102.