Moschino’s Fresh. When the Pun is the Story.

by Katie on November 12, 2015

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It’s Fresh alright. Cheeky, insolent, tongue-in-cheek and a talking point for sure. Moschino knows how to push the right buttons and grab headlines.

Apart from the scintillating Linda Evangelista looking totally on point and as beautiful as she was in the ‘90s headlining the perfume’s campaign, juxtaposing old Supermodel class and values versus a youth audience who are probably more au fair with Kendall and Cara, ‘Fresh’ is presented in a bottle depicting a spray kitchen detergent. Clever. Very clever. Clash the sophisticated, womanly Evangelista with a perfume ‘detergent’ and watch the oldies smile ironically whilst appealing to the shock factor of a teenage and early 20’s target market.

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Then we have the juice. It’s fresh, zingy and light and very, very unsophisticated with its fruity top notes of mandarin and bergamot and (I hate to say it) synthetic smelling ylang ylang. More’s the pity. There’s heaps of raspberry pinkness and sweetness with a backdrop of peony and osmanthus – again smelling more synthetic than true, if truth be told.

The most pleasing and surprising point is Fresh’s dry down of a slightly more mature cedar and white patchouli which smells a lot more pleasant than you’d give the initial burst of zinginess credit for, and saves it from being solely a marketing proposition. However, this has ‘youth’ written all over it.

No doubt, Fresh will sell in millions due to its innovative and eye-catching presentation. Just like Jeremy Scott’s Moschino who serves up one visual pun after another, show by show, splicing and borrowing and inverting old haute house rules. Which is all great fun. Until the audience becomes tired of the joke. As it is, Fresh is another perfect depiction of Scott’s ethos. The question should be the massive divergence in appeal the brand has in perfumery versus ready-to-wear. We can’t all be harajuku girls.

Fresh by Moschino is priced £37 (30ml), £54 (50ml) and £70 (100ml) and is available exclusively at Selfridges.

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