YSL Beauty (a L’Oréal brand) has named American actor Austin Butler as global ambassador of its new fragrance MYSLF, “a contemporary vision of masculinity.”
 
Butler joins the ranks of other YSL ambassadors, including Lila Moss and Lil Nas X who featured in campaigns for the brand earlier this year.
 
“I was honored to be asked to join the YSL Beauty family,” Butler said. “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.”

Why Austin Butler is a Fit for the Brand

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 performance in the Academy Award nominated film Elvis showed his capacity to portray a complex, compelling character – both as a man and as a legend. His three years of hard work were recognized with an Academy Award nomination, in addition to a Golden Globe and a BAFTA win for Best Actor.
 
“Austin fully embraces all the different facets he is. Sensitive and authentic. Confident but approachable. Effortless but complex,” says the brand. According to YSL, no one could embody the new MYSLF fragrance more genuinely.
 
“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,” explained 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.”
 
A print campaign photographed by Gray Sorrenti will be revealed on August 8 and a film campaign directed by Julia Ducournau will be revealed on August 22.

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Last year, YSL Beauty launched a global program called Rewild Our Earth, in partnership with global NGO Re:wild, which aims to protect and restore 100,000 hectares of nature by 2030 and to safeguard biodiversity in priority areas affected by climate change.