Rapper, singer, and songwriter, Lil Nas X has joined the luxury beauty brand Yves Saint Laurent Beauté as its latest U.S. Ambassador. The partnership aims to challenge norms that have boxed in creatives for generations.
YSL Beauté and Lil Nas X introduce a new standard: glamour through individuality, beauty as self-expression, and luxury as a vessel for change. The campaign has been photographed in the desert and is accompanied by the singer’s unreleased, never-heard-before track.
Lil Nas X is known for boldly challenging conventional beauty standards, and has created a name for himself entrenched in passion, creativity and fearless attitude – much like Mr. Saint Laurent himself set out to do with the creation of the Yves Saint Laurent brand, which remains the foundation of campaigns and assortments today.
As part of his role as YSL Beauté U.S. Ambassador, Lil Nas X will be featured in a series of content on YSL Beauté’s digital platforms and in U.S. media campaigns (digital and out-of-home advertisements), supporting the YSL Beauté Makeup latest innovations and the brand’s iconic men’s fragrance bestseller, Y.
The new campaign is anchored in the premiere of YSL Beauté’s newest lipstick: Rouge Pur Couture: The Bold. Its formula provides intense color that feels like a second skin. The lipstick lasts all night long and delivers a finish that’s in a league of its own – not gloss, not satin, not matte – but pure, uninhibited, three-dimensional shine. It is featured alongside YSL’s latest eye innovation, Lash Clash Mascara – delivering 200% volume and a couture, Noir finish.
Lil Nas X’s appointment complements the U.S. Ambassador collective of change makers, agents for a better future, who celebrate individuality and modernity, in the likes of Troye Sivan, Barbie Ferreira and Indya Moore.
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