Jeremy Scott On Teddy Bears, Fans And Gifting Miley Cyrus | InStyle.co.uk
Published on InStyle.co.uk, 5th June 2015
When we heard Jeremy Scott had created a fragrance for Moschino we knew it was going to be slightly different to a standard glass bottle. Afterall, he is the designer that has given us vanity hand mirror phone covers not to mention Hershey dresses and Prince charming crowns. However, we could not have predicted just how kitcsh it was going to be. We caught up with the designer to chat teddy bears, super fans and gifting Miley Cyrus.
On his first teddybear…
"It was made by hand by my grandmother when my father was born and then they gave it to me. He was just called Teddy. In some places he's threadbare, I'm not sure if he even has eyes, it's been a while since I saw him as I keep him at my mother's house because I've been fearful of him going missing as I travel and move so much."
On why he's always loved packaging…
"Growing up I would always preserve the boxes my toys came in. The majority of toys I had as a child are still in their boxes in my mum's basement. I was very precious with them. It's funny I now work a lot on packaging today!"
On perfume competitors…
"Toy gives humour to an industry that is generally known for being quite serious. When I look at most perfume advertisements most of the people in them are nearly naked so I was revolunitary by having someone clothed. Although she is chic and sophisticated she is wearing a teddy bear dress but that's in homage to Franco's 1988 original bear dress."
On his fan's reactions…
"People flew in from Singapore and Hong Kong to see me unveil it. Another fan got up at 3am in the morning to get three buses here. We sold out online within hours."
On why he opted for a unisex scent…
"I wanted something that smelled correct from coming from a teddybear. Women are lucky because they get to take everything from men – from fragrance to clothes - and they can make it their own but it's a little bit more difficult going the other way so I wanted something that could lie in between the two."
On what it actually is made from…
"It's a trade secret, similar to Coca Cola. I can't give it away. I created the image of the bottle first so then I worked on the scent around that. I'm a visual artist first not an olfactory artist so the most difficult challenge was in trying to articulate a feeling into something that felt new, fresh and different. I wanted it to be pleasing and exciting also something that could be gender neutral."
On who he going to give one to…
"I'm going to Miley's birthday next week so I'm going to be bring her a bear as her present. She hasn't seen it yet."
TOY ia available now exclusively at Harrods in London until the 23rd November as well as being available at moschino.com.
