Featured image for Moschino Fresh

Moschino Fresh

by Theresa Christine Johnson on 01/12/2016 | 2 Minute Read

Editorial photograph

You may never look at a bottle of Windex the same again. Moschino is taking something familiar that practically everyone has in their own home and giving it a spin of luxury. The new fragrance, Moschino Fresh, perfectly resembles a bottle of window cleaner, right down to the azure liquid and the spray bottle top. While the spray bottle is non-functioning (it acts as a lid for the perfume sprayer), this is an undeniably fun and quirky eau de parfum.

“This perfume is inspired by the Summer 2016 collection and contains fresh notes of mandarin, bergamot, ylang-ylang, raspberry, patchouli and ambrox.”

Editorial photograph

“The concept for this fragrance was to juxtapose the most mundane and commonplace of all products, the household cleaner, with something so precious – the juice of a luxury brand’s fragrance. Taking the iconography of a bottle that has no aspirational value and using it as the inspiration for a vessel to contain something so luxurious and haute couture, creates the ultimate dichotomy of high and low. What could be more Moschino than that?”

Indeed. For many, fragrances are an extravagant possession, something so simple yet elegant. Throwing in something bold like this, a clear pop culture reference, gives consumers a little something extra to think about. Of course, as you might expect, the response has been polarizing – it seems that people either love the boundary-pushing idea or find it slightly gaudy.

Moschino Fresh is not just fun packaging to get some attention, though – the ad campaign features a 1950s styled Linda Evangelista. The supermodel has a short, curly ‘do, is wearing a sky blue housecoat, and winged liner that oozes a retro charm and nicely complements the fragrance bottle.

Editorial photograph

Designed by Moschino, Jeremy Scott

Country: Italy