The Story
Why it exists.
The beginning
Moschino, the Italian fashion house founded by Franco Moschino in 1983, built its identity on ironic takes on luxury and fashion convention. Rather than chasing prestige, the brand consistently embraced playfulness, and Cheap & Chic captures that spirit perfectly. I Love Love, released in 2004 and created by perfumer Olivier Cresp, translates this irreverent DNA into scent form. The name itself signals irony: this is a fragrance that refuses to take itself seriously, offering accessible joy rather than olfactory pretension. Cresp, known for his work on multiple successful mass-market fragrances, understood that luxury need not demand complexity. The note structure reflects this philosophy, prioritizing immediate pleasure and broad accessibility over niche experimentation.
The note selection in I Love Love reflects a deliberate philosophy of accessibility meeting interest. The citrus opening captures attention universally, while the sugar cane heart adds sweetness that appeals broadly without falling into predictable gourmand territory. The inclusion of thanaka wood in the drydown demonstrates that mass-market fragrances need not abandon interesting ingredients for the sake of simplicity. This woody note, traditionally used in Southeast Asian cosmetics, provides a distinctive finishing character that separates this from countless other bright florals. The pairing of musk with cedarwood creates a base that feels clean and grounded, inviting reapplication without fatigue.
The evolution
The opening of I Love Love announces itself with cheerful confidence. Grapefruit, orange, and lemon create a three-note citrus chord that feels like sunlight on skin. Blackcurrant adds a surprising twist, its dark berry quality giving the bright opening an unexpected depth. As the first fifteen minutes pass, the citrus begins to recede and sugar cane takes center stage, shifting the fragrance from sharp to sweet. Lily of the valley and rose emerge quietly, offering soft floral counterpoints to the sweetness. Cinnamon arrives late in the heart phase, introducing a whisper of warmth that bridges toward the base. The drydown marks a clear transition: musk provides soft, clean comfort while cedarwood brings dry woody structure. Thanaka wood, sourced from traditional Asian perfumery, offers a resinous finish that rounds out the composition with subtle exoticism.
Cultural impact
I Love Love is a cheerful, summery fragrance with an accessible character. It carries the Moschino name without the weight of a statement scent, making it approachable for everyday wear. The fragrance embodies the brand's playful spirit, built for those who appreciate its wit and want something that feels joyful rather than formidable.
The House
MoschinoMoschino is an Italian fashion house founded in 1983 by Franco Moschino in Milan, renowned for its irreverent, campy approach to luxury fashion. The brand challenges established industry norms with colorful, witty designs that often parody mainstream luxury and consumer culture. Moschino's fragrance collection extends this provocative spirit into scent form, with bottles disguised as everyday objects and iconic characters that generate viral moments and collector appeal. The house has remained influential across four decades, with creative direction passing from Franco to Rosella Jardini and later to Jeremy Scott before Adrian Appiolaza took the helm in 2024. Moschino operates as part of the Aeffe Group and produces ready-to-wear, accessories, eyewear, and a diverse portfolio of fragrances for men and women.
The Creator
Olivier CrespCresp's signature style often features a blend of fresh, clean notes with warm, comforting accords. He's known for his masterful use of fruit notes, particularly fig and berries, which he often combines with florals and musks to create scents that are both inviting and sophist…
