Say you love children but can’t stand the way they smell? Italian fashion house Dolce & Gabbana has a solution: baby perfume.
To be fair, D&G says the goal isn’t to cover up but to enhance that fresh baby smell. “We all know that children smell beautiful, and there’s no need to cover up their natural scent,” lifestyle editor Valentina Zannoni wrote on Swide, the label’s online magazine. “In fact the Dolce & Gabbana Baby Fragrance has been designed to accentuate that natural baby smell.”
The new eau de toilette (which is, appropriately, alcohol-free) was inspired by “the softness of baby skin, the freshness of baby breath, a mother’s sweet hug, [and] the first smile,” according to Stefano Gabbana, one half of the label’s duo — intangible things all apparently made real with notes of honey, citrus and musk.
Gabbana posted a picture of the perfume on Instagram, captioning it “for children,” along with a surprising variety of wacky emojis, including hearts, smileys and the Italian flag.
D&G isn’t the first brand to move into the preschool perfume market. Johnson’s, Bulgari and Burberry each have lines of specially formulated baby fragrances. At least these scents are light and airy enough that they won’t make any newborn smell like a baby prostitute.