Yves Saint Laurent has always had a knack for signing preternaturally cool women to star in their campaigns over the years, and the brand has soared like a very stylish eagle as a result. Think a heavy lidded Kate Moss, saucy Sophie Dahl, Cara Delevingne wearing nothing but a jacket and, during the infamous Hedi Slimane's time, models playing rock stars on a daily basis.
Their latest signing is no different: the iconic house announced earlier today that 24-year-old musician, model and photographer Staz Lindes is the new face of Yves Saint Laurent Beauty. If you haven’t heard of her before then you definitely will now, as her face will be in the pages of every style mag worth it salt from here on in.
Born and raised in Venice Beach, Lindes has that cool-girl vibe down pat, with loads of Cali attitude mixed with Parisian rock chick sass for one hell of a killer style combination. She even comes with genuine rock n’ roll cred: her dad is Dire Straits guitarist Hal Lindes, and her own band The Paranoyds have been profiled in i-D.
Her perfect pout has been chosen to introduce Yves Saint Laurent's newest launch, Tint in Balm, to the world, but for now her favourite pick from the YSL Beauty line up is reportedly their ever-so-slightly louche and sexy Couture Kajal Eyeliner (below). One of my own favourite beauty products, it is ultra-pigmented and ultra-versatile and takes the form of a three-in-one eyeliner, kohl and smoky eye shadow. Perfect for those late night, French girl vibes so synonymous with the YSL brand.
When Vogue asked Lindes what Yves Saint Laurent meant to her she said: “It’s historic and iconic. I feel a part of history… YSL has always been the symbol of the Parisian woman to me”. She says that during her high school years, “I'd copy the style of French actresses from the 60s - the very actresses that M Saint Laurent had dressed.”
Yves Saint Laurent Beauty is known for its youthful, cool, edgy and luxurious vibe, and I for one think that Lindes will most definitely do them proud.
Photo of Staz © Clara Balzary