I wanted to evoke the iconography of the most mundane and common of all household cleaners. Fresh captures the irreverence of the brand, arching back to Franco Moschino’s first fragrance ad of the model sipping a perfume from a straw stuck in the bottle. — Moschino Creative Director Jeremy Scott¹

Moschino’s new Fresh Couture is being billed as a “surprising and ironic” fragrance, and hey, just think of all the surprise and irony (and sure, irreverence, why not) you could pack into the Windex-inspired bottle! The possibilities were endless. The irony here, though, is that the juice hews as strictly to the basic tenets of modern mainstream perfumery as any you might find on the counters at Macy’s, and indeed you would not so much as raise an eyebrow if you smelled it being sold under some other, less irreverent brand name, like Calvin Klein or DKNY or even Paris Hilton. In that case of course the bottle would not look like Windex, and the PR would be all about sensuality and strong, multi-faceted women, and the commercial would feature plenty of writhing and/or the clothing and cars and accoutrements of the 1%. Instead, we have Linda Evangelista doing a 1950s housewife,² but either way, in the end, you get the same mix of sweet berries and non-descript florals. Surprise!

Fresh Couture, the juice, mind you, is just fine…

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