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Joan Smalls Just Landed Her First Fragrance Campaign, for Moschino Fresh Couture Gold

Whether it’s the current Fall 2017 fashion campaign starring the likes of Slick Woods or Linda Evangelista peddling Moschino’s Fresh Couture fragrance, photographer Steven Meisel has helped propel Jeremy Scott’s vision for Moschino to a new level. Unfortunately, Meisel’s presence is sorely missed with the unveiling of the brand’s new Fresh Couture Gold fragrance campaign shot by Giampaolo Sgura. Model Joan Smalls fronts the ads (marking her first fragrance campaign ever) wearing an OTT Moschino look while clutching an oversized bottle of the scent.

Our forum members weren’t too impressed with the campaign. “It looks as cheap as I expected after reading the title,” snarled anlabe32 upon checking out the campaign images.

“Dry and boring! I don’t see the point of doing a Carlyne [Cerf de Dudzeele] & Meisel inspired thing without Carlyne and Meisel themselves,” stated Lola701.

“So low budget,” added 333101.

Also unwilling to show the campaign some love was forum member Zposen: “This could have been executed better.”

Woemwoem agreed, saying, “Dressing a top model in ghetto glamour, staring straight at the camera while holding a bottle of perfume, all against a gray background. It’s not creative – it’s lazy.”

“Awful and disappointing. Sgura should really keep himself and his trash photography in Vogue Japan. The colors are really bad, and the lighting is just as worse. Technically speaking, it’s a very amateurish looking photograph. Going from Meisel to Sgura is like downgrading a Ferrari to a Ford Pinto,” mocked GivenchyHomme.

“I know it’s supposed to be tacky because it’s Moschino, but they should’ve gone the Meisel x Evangelista route. Something more creative and witty. Joan was the wrong model for this because she simply cannot emote, but part of the blame is on Sgura as well. I bet Anna Dello Russo styled this, it reeks of her cheapness,” described Benn98.

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