Lenny Kravitz is the New Face of YSL Beauty’s Y Fragrance

by Pahull Bains September 8, 2020

Launched back in 2017, the fragrance Y from YSL Beauty just got a new ambassador: rock legend Lenny Kravitz. Turning the first letter of Yves Saint Laurent’s name into a question: Y, the fragrance is meant for “an experimenter and a creator who never stops asking himself: Why not?”

“I’ve always been a fan of Yves Saint Laurent,” Kravitz said in a press release. “Of his work, his aesthetic, his lifestyle, his boldness. He was super eclectic and drew from so many places. I also happened to already wear a lot of Saint Laurent. Always have. This was not something I had to fit into or think about. It’s been part of my lifestyle for so many years. It’s a very organic collaboration.”

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Y, the masculine fragance that turned the first letter of Yves Saint Lauren't name into a question, will welcome a YSL style icon as its new face. Can you guess who? A dreamer, creator who never stops asking himself "why not". Ask yourself "why not", with crashing chords that come together for a scent that is clean and fresh, yet warm and powerful. Y EAU DE PARFUM #yslbeauty #yeaudeparfum #whynot

A post shared by YSL Beauty Official (@yslbeauty) on Sep 8, 2020 at 12:59am PDT

Created by Master Perfumer Dominique Ropion, the fragrance has notes of bergamot, geranium, lavender, vetiver and sage. As “the olfactive equivalent of black jeans and a white tee-shirt,” the fragrance offers a rock n’ roll take on the classic family of perfume known as fougères.

Musician Adam Levine was a previous face of the fragrance so Kravitz is in good company but what he seems happiest about is joining the ranks of a brand for which his daughter, actress Zoë Kravitz, is also an ambassador. “For once I get to follow in my daughter Zoë’s footsteps as a brand ambassador. I love that,” he said in a statement.

Stay tuned for the campaign, photographed by David Sims, and the accompanying fashion film, shot by Anton Corbijn.

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