Jeremy Scott's First Moschino Fragrance Is a Teddy Bear

Isabeli Fontana wears it well.
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Isabeli Fontana wears it well.
Brilliant. Photo: Moschino

Brilliant. Photo: Moschino

Jeremy Scott is continuing to make his mark at Moschino. His irreverent, pop culture-infused ready to wear collections have already caused quite the stir — the clothes are instantly recognizable, and the direction in which he's taken the house since being appointed creative director in 2013 has become a go-to conversation topic for everyone in the industry.

And on Monday, Scott gave us something new to talk about with the unveiling of his first fragrance for the Italian fashion house. Called, simply, Moschino Toy, the bottle for the unisex scent literally looks like a teddy bear — though a disclaimer on the bear's t-shirt indicates that it's something more. Unscrew the head and you'll find a spray nozzle.

Photo: Moschino

Photo: Moschino

The only thing better than the bottle is the accompanying ad campaign, starring Isabeli Fontana wearing a whole bunch of the bottles strung together around her shoulders and shot by Steven Meisel against a simple pale pink backdrop.

Whether or not you're a fan of Scott's designs, you can't deny that he's created a clearly defined and instantly familiar brand image for Moschino, and that regardless of what it smells like, this perfume is hands down the perfect holiday gift for the Moschino fan in your life. Though if the $110 price tag is a tad high for you, a cell phone cover should do.