We've been reporting on the beauty beat for so long that not many things surprise us any more. From space-age foundations to gravity-defying skincare, we've seen it all. But Moschino's latest scent Fresh Couture definitely raised our eyebrows.

First, let's talk about that bottle. In a cheeky riff of a Windex spray bottle — unnaturally blue liquid and all — this has exactly the kitschy-cool appeal that the brand, first under Franco Moschino, and now under wunderkind Jeremy Scott, has become synonymous with. According to the brand, "The concept for this fragrance was to juxtapose the most mundane and commonplace of all products, the household cleaner, with something so precious  —  the juice of a luxury brand's fragrance." We first spied the Moschino version of the Windex bottle being toted by models like Bella Hadid in September 2015 at the SS 16 shows and later as an iPhone case. Now, the fragrance has landed in our midst.

Moschino Fresh Couture EDT packshot

The campaign features the original diva Linda Evangelista, and was art directed by Scott himself. The stunning image was shot by Steven Meisel, rounding off a creative trifecta that is anything but low-rent. And if you're curious, no, the scent does not smell like actual cleaning product. Juxtaposing form and content, the juice is actually a fresh and joyful Eau de Toilette categorised as a floral-woody. It has luxurious accents like white peony, osmanthus, woods and ambrox among its notes. Go on, don't be afraid to spritz this on.

From $65-$125. At Sephora