Jeremy Scott has taken his creative daring much further. Fresh is a luxury fragrance presented in a package almost identical to a famous multi-purpose household cleaning spray. The designer’s idea is to oppose the luxury and preciousness of an essence of haute couture with the most ordinary and common packaging of products used for domestic cleaning, thus creating the maximum dichotomy between high and low, between exclusive and massive. He is not the first designer to break the mold under cover of this same argument, and although making an effort of abstraction we come to understand it from an artistic perspective and admit that point of impudence, provocation and humour.
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