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