New Moschino Fresh Couture Eau de Toilette

Being a high luxe brand usually associated celebrities like Rita Ora, Katy Perry or the Kardashian clan, they wanted to make a statement. And they have.

The statement is: “This is the weirdest concept fragrance ever.”

Moschino Fresh Couture Eau de Toilette comes in bottle that looks exactly like window cleaner - the juice itself is a lurid blue, and the cap is a plastic spray gun (disappointingly, not a real one, you have to take the lid off to spray the stuff).

To reinforce the high end covetability of the fragrance (because it’s easy to miss otherwise), they have timeless beauty, Linda Evangelista , starring as the face of the campaign.