August 26, 2022
Lil Nas X is the New Face of Yves Saint Laurent Beauté
Christopher Ehlers READ TIME: 3 MIN.
It was announced today that rapper, singer, songwriter, and LGBTQ+ icon Lil Nas X is the new US Ambassador for Yves Saint Laurent Beauté. According to a press release, both Nas and YSL Beauté are taking the world by storm and pushing the boundaries of beauty as we know it today. The announcement of Lil Nas X as the brand's newest US Ambassador taps into the transformative power of beauty, inspiring self-expression for individuals and communities driven to change the world alongside YSL.
The announcement from YSL Beauté and Lil Nas X shatters the ceiling and enables fearless, boundary-pushing artistry to remold beauty as it is understood today. With the ability to create and inspire change, YSL Beauté and Lil Nas X are elevating the cultural landscape, reaching new heights, and challenging norms that have boxed in creatives for generations.
In this partnership, YSL Beauté and Lil Nas X bring to life a groundswell of forward-thinking beauty – sweeping away conventional thought and ushering in a new standard: glamour through individuality, beauty as self-expression, and luxury as a vessel for change. Introducing an unreleased, never-heard-before track, Lil Nas X and YSL Beauté bring a musical thrum into the desert for this campaign.
"Lil Nas X embodies YSL Beauté's vision for the future of the beauty industry: boundary-breaking, unique, unapologetic, bold" says Laetitia Raoust, YSL Beauté U.S. General Manager. "The synergies between the brand and Lil Nas X's unwavering passion for individuality are the inspiration behind this partnership with the hope it empowers the next generation of beauty."
Lil Nas X is known for boldly challenging conventional beauty standards, and has created a name for himself rooted 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.
"The partnership with YSL Beauté is one of the most thoughtful and impactful collaborations we've orchestrated," says Jennifer Frommer, SVP, Partnerships & Commercial Licensing at Columbia Records. "Like Lil Nas X, the campaign is brave, it challenges the status quo and reminds us to keep pushing the boundaries of identity."
"It's been a lot of fun working on this campaign with YSL Beauté – they're such an iconic brand, and I'm happy to be a part of something so unique and groundbreaking in the beauty world," says Lil Nas X. "Shout out to YSL for embracing me and my campness and for inspiring change for the next generation of beauty."
As the brand welcomes Lil Nas X as its new YSL Beauté U.S. Ambassador, it hopes to encourage its community to unapologetically embrace themselves and who they are, louder than ever before – to never stand for being defined, defied, or denied. Lil Nas X's appointment perfectly 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.
