Jeremy Scott Can’t Stop, Won’t Stop Toying Around at Moschino

You knew Jeremy Scott would create something impossibly ghoulish or impossibly adorable for his first Moschino fragrance. Which way did he go? Impossibly adorable, creating a smiling teddy bear as the bottle for the eau de toilette, which is called, simply, Toy. However, the bear’s shirt makes clear, with Dada-like deadpan, that he is not just a toy.

The furry flacon is an homage to the teddy-bear dress that the house’s founder, Franco Moschino, designed in the eighties, and Scott’s own infatuation with the stuffed animal. It also recalls the child-like costumes of Scott’s friend Miley Cyrus. The designer says the scent is a mix of woody and techno — just the thing to go with your gold-chained Happy Meal bag.

The ad campaign was shot by Steven Meisel and shows Brazilian bombshell Isabeli Fontana goofing around in a teddy-bear dress that Scott designed as an homage to the one Moschino designed in 1988.

Moschino Toy, $110 at Moschino stores, Harrods in London, and online