Now you too can smell like One Direction

The boyband of the moment have released their first fragrance. That's the Christmas presents sorted then. For anyone you never want to hear from again.

We're sure they're nice lads and one of them's from Mullingar so fair play great to see an Irish fella doing well and all that blah blah blah.

But seriously. WTF?

We thought* this was some kind of clever and elaborate joke, like Maria Sharapova changing her name to Maria Sugarpova, Cheryl Cole getting some curtains tattooed on her arse, Daithi O Sé growing a beard or somebody making a reality show about the Healy-Raes, but no… apparently it's real.

The fragrance, called 'Our Moment', went on sale in Harrods in the UK yesterday and in Brown Thomas here in Ireland today.

It costs €49 for 100ml, €37 for 50ml and €27.00 for 30ml, just so you know.

It gets worse.

There's this ad, with Diana Vickers.

Let's look at that in some detail, shall we Niall?

But what does it actually smell like?

The 1D fragrance is called (drumroll)… Our Moment! And it smells like a summers day..

— Harry Styles. (@Harry_Styles) June 6, 2013

Ah, cheers Harry. Sweat, wasp repellant and burnt burger buns it is then so.

This is just ridiculous.

We can't imagine what would prompt the world's most successful boyband, with an audience of teen and prepubescent girls, to bring out expensive bottle of attractive-smelling liquid in good time for the Christmas market.

Or why they would launch it at at the time time as a feature film of their exploits is riding high at the box office, ensuring acres of media coverage.

I mean, it's not as the music industry is in crisis and needs to conjure up new and every more desperate ways to milk their cash cows now, is it?

Seriously, what are they thinking?

*Hoped