Runway meets Safeway, for Moschino,
with their latest luxury fragrance entitled, “Fresh.”
The new packaging is flagrantly, and fragrantly, derivative of a bottle of household window cleaner. Interestingly the spray top is decorative and non-functioning, acting only as a simple lid, covering the actual perfume atomizer.
“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.
The fragrance launched at London Luxury Department Store, Selfridges.
"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.”
On the luxury side of the equation, Moschino selected supermodel Linda Evangelista as the face of the campaign.
In fashion, streetwear and couture have formed new mash-ups, here we see high and low meeting on a different sort of aisle.
Selfridges sells the fragrance for $90, and also offers this "Fresh couture cotton-jersey dress" for $320.
“The perfume is inspired by the Summer 2016 collection and contains fresh notes of mandarin, bergamot, ylang-ylang, raspberry, patchouli and ambrox.”
Inspired by Saturday Night Live?
In the first season of SNL, 1976, a married couple (Dan Aykroyd, Gilda Radner) fight over whether New Shimmer is a floor wax or a dessert topping, before a Chevy Chase reveals that it's both. See the NBC SNL Skit, here.
Certainly a showstopper.
It’s “kitsch.” The question is whether it will clean up or be a wash out?
(c) David J. Katz, 2016, New York City