Actor Austin Butler takes on the role of global ambassador for Yves Saint Laurent Beauty’s new men’s fragrance, MYSLF. Butler will be the face of the fragrance which will be launched this month.
Austin Butler She expressed her honor at being chosen by Yves Saint Laurent Beauty as the MYSLF fragrance ambassador, a tribute to the legacy of Yves Saint Laurent and their iconic first fragrance since 1964. The actor talks about Yves Saint Laurent’s influence on fashion and in your life.
The MYSLF fragrance seeks to explore the idea of self-expression in Generation Z, a generation that wants to break conventions and express themselves freely. Stéphane Bazzi, international general manager of Yves Saint Laurent Beauty, highlights how Generación Z questions traditional concepts of masculinity and gender, seeking authenticity and the freedom to be themselves.
The MYSLF fragrance has been launched on the YSL Beauty platform, starting in the United States and elsewhere. The launch represents a focus on self-expression and gender fluidity in line with the evolution of society.
MYSLF fragrances were created with sustainability in mind, using recycled glass and certified packaging. The bottle design, in charge of designer Suzanne Dalton, reflects the modernity and versatility of Generation Z.
The MYSLF ad campaign is directed by Julia Ducournau, a celebrated director of cinema, focusing on a modern and understated image of masculinity.