We take a closer look at Jeremy Scott's first fragrance for Moschino, TOY
What? The nostalgic Moschino bear is also a fashion throwback – it pays homage to Franco Moschino’s iconic 1988 collection, which included a cluster of teddy bears placed along the neckline of a bodycon dress. It was worn by hard-partying German Princess Gloria von Thurn und Taxis and was resurrected last year for S/S14 and Moschino’s thirtieth anniversary show, which paid tribute to the fashion house’s greatest hits. It is also not the first time that Jeremy Scott has brought the cuddly toy into his designs. In 2011 he collaborated with Adidas for the Adidas Originals JS Bear trainer, complete with a teddy bear tongue.
Who? This month, Jeremy Scott debuted his first fragrance for Moschino, TOY – a wonderfully playful cuddy teddy bear with a built in atomizer and screw-top face, which comes with all of the kitsch, poptastic high-low humour we have come to expect from the Kansas-born designer. Selling power comes courtesy of Steven Meisel and a provocative retro advert starring seasoned Moschino model Isabeli Fontana, smouldering in a bubblegum pink-pop haze.
Why? Since his appointment as creative director last year, Jeremy Scott has been on a Moschino sugar high, threading pop culture staples throughout his collections, from his Ronald McDonald-meets Coco Chanel A/W14 debut to his S/S15 plastic-fantastic Barbie catwalk, which championed the platinum blonde and her shiny pink mules. While some critics have been dubious, he has undoubtedly smashed the consumer market – the Barbie T-shirts sold out at Harvey Nichols in under 96 hours, while his French Fries iphone case remains a hot commodity, turning up everywhere last fashion week. He is an instagram sensation, with a loyal JS fan club who ensure that everything Scott touches turns to gold, or sold.
It is easy to pull holes in Scott’s unashamedly camp, irreverent designs, but similarly, who doesn’t want to a party with Barbie and Ronald MacDonald? And now, a sweet-smelling teddy bear too.
TOY by Moschino is available to buy now, sold exclusively in Harrods.
Words by Mhairi Graham
