What do Linda Evangelista, Moschino and Desperate Housewives have in common? Apparently since the launch of the new Moschino Fresh Couture campaign, ‘a fragrance’ is the answer. Jeremy Scott, Moschino’s creative director, launched his second fragrance with the Italian fashion house this October (the first one being Toy from 2014), getting directly inspired by his spring/summer 2016 collection. Scott himself proudly revealed the fragrance, Fresh Couture, this Tuesday on his Instagram account, posting a picture of the campaign, which features top model Linda Evangelista all dressed up as the perfect housewife.
Shot by Steven Meisel, the photographer long-term muse (which looks flawless in her fifties) poses with the fragrance, a Warholian bottle designed in the form of a cleaning product that resembles a Windex bottle. Those who really enjoyed Moschino’s spring 2016 2016 collection may be familiar with such a packaging, and may already have spotted some Windex iPhone cases during the show (which went among other things soon on sale and quickly sold out). Those cases were apparently only a taste of what Jeremy Scott actually had in mind. He wanted to take and apply his Warholian idea of fashion to every single aspect of our life, playing with those kinds of dichotomies we all experience on a daily-basis.
“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?”
Good point, Jeremy: what could be more Moschino than that? With just one simple rhetoric question Scott managed to fully sum up Moschino’s mission: being eccentric, at times maverick, often controversial and always colorful.
Moschino Fresh Couture, which is housed in an elegant packaging made of fine materials and golden details (and therefore has nothing to deal with sustainable fashion), is surely fun and ironic and may also appear particularly intriguing to those who love exotic fragrances, due to its accents of mandarin, bergamot and ylang-ylang. These exotic top notes of the perfume get complemented with raspberry, osmanthus and white peony lying in the heart and the base accords of ambrox, woods and white patchouli.
Given the success of Scott’s latest fragrance, and the scale at which his Windex iPhone case went sold out, there’s no doubt Moschino Fresh Couture is going to take the world by storm. Jeremy Scott is in fact gaining a never-seen-before appreciation for his work (both from fans and celebrities), and his forward-looking choice of collaborating with one of the most influential photographer in the fashion industry along with one of the most renowned top models in the history of modern time will surely bear fruit. The campaign’s photography is in fact so bright it becomes addictive, and is absolutely destined to be celebrated over the coming years.
So, is Jeremy Scott mastering his skills as the new XXI century pop-art genius par excellence? Although there is no certain answer to this question, it’s clear that Scott will probably keep on using the practice known as appropriation in art for a very long time, and we just have to wait for his next eccentric new idea.
Photos courtesy of Moschino