YSL Beauté has tapped Australian chef and restauranteur Magnus Reid for its latest fragrance campaign – The Y Series. The short documentary-style films are being made in collaboration with VICE to promote the brand's Y cologne.
Reid is joined by two other creative young men in the films, British rapper Loyle Carner and LA-based artist Danny Fox, that feature interviews with each of the subjects to reveal more about their work.
"It's exciting to unveil The Y Series and our work with YSL Beauté. These culturally rich films created with three inspiring men truly embody the spirit of the campaign,” said VICE EMEA SVP business development Oli Woodley.
The partnership demonstrates VICE’s beauty commercial expansion. Earlier this year, the publication's sister title i-D collaborated with Chanel to create The Fifth Sense, a digital platform that explores scents in the form of visuals.
