In a very smart move for the consistently clever and always-covetable brand, YSL Beauty has tapped actor Austin Butler as global ambassador for its latest men’s scent MYSLF, billed as a “contemporary vision of masculinity”.
Serving as the face of the luxury label’s newest men’s fragrance, the preternaturally stylish Butler is seen to be the embodiment of its statement-making masculine scent and the unapologetic values it represents. One of the most acclaimed actors of his generation, the rising star has already collaborated with some of the most prestigious directors - Quentin Tarantino, Baz Luhrmann, Jim Jarmusch, and now Jeff Nichols and Denis Villeneuve for the upcoming Bikeriders and Dune: Part Two, respectively. His outstanding performance in the titular role in the Academy Award nominated Elvis showed his unique capacity to portray a complex, compelling character – both as a man and as a legend. His three years of hard work were recognised with an Academy Award nomination, in addition to a Golden Globe and a BAFTA win for Best Actor.
But back to beauty. “I was honoured to be asked to join the YSL Beauty family”, Butler says. “Over the last few years, I’ve spoken with people who knew M. Saint Laurent. He broke through labels. He was a rebel, and I love that about him. I feel privileged to be a part of the heritage he set in motion.”

The MYSLF print campaign, shot by Gray Sorrenti

A floral, woody concoction with surprising twists and turns, MYSLF invites the wearer to be unapologetically, well...themselves. Perfumers Daniela Andrier, Christophe Raynaud, and Antoine Maisondieu combined olfactory forces to create the ultra-modern, yet somehow familiar combination of bergamot, lavender, clary sage, patchouli, and Ambrofix (a synthetic amber accord). But the real hero is the potent heart note of orange blossom, a sweet, citrusy, floral note not typically found in men’s fragrance that adds a modern, sexy, and unexpected element.
“In seeking out a figure to embody YSL Beauty’s vision of the new masculinity, there could have been no better choice for us than Austin Butler,” says Stephan Bezy, International General Manager, YSL Beauty. “Both as an artist and as a human being, he embodies the values expressed by our brand through MYSLF, a modern representation of what it means to be a man. Embracing his many facets. Owning up to his individuality, generously, unapologetically. This is why we are proud to welcome Austin Butler as the newest YSL Beauty’s fragrance Ambassador.”
The campaign film to accompany the release is teased to be a “filmic blast”. An encounter between two formidable, award-winning young talents, Butler teams up with Palme d’Or-winning director Julia Ducournau (Titane) for their shared, first advertising project. Shot with a striking and bold aesthetic that exudes the visual codes of luxury and beauty, the film - shape-shifting and dynamic - tells an emotional story, as the actor embodies all the selves that make him.

The film of the campaign will be revealed on August 22 on @yslbeauty, and the MYSLF fragrance will be available in New Zealand from September 2, 2023.


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