MOSCHINO has unveiled a fun unisex scent, named Moschino Toy, that is available exclusively in-store at Harrods and online via Moschino.

Unveiled on the brand’s Instagram account, the fragrance is presented in a bottle hidden inside a teddy bear, which is in turn wearing a slogan t-shirt saying “This is not a Moschino Toy.”

So far so meta, but it gets cooler: the spray is located by removing the bear’s head, and the whole shebang is packaged in a classic plastic-fronted toy box à la Barbie replete with ‘try-me’ and ‘touch-me’ logos.

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The scent has also appeared for sale on the Moschino site priced at €98 for a 50ml bottle/bear, and Jeremy Scott will be in London this Thursday at the famous Brompton Road store to celebrate the launch.

There’s also a campaign (pictured above and below) starring Isabeli Fontana and shot by Steven Meisel.