YSL Beauty has revealed its new men’s fragrance: Y.
Y by Yves Saint Laurent is described as “the story of a generation”, and contains notes that are said to be reminiscent of a classic white t-shirt and a beautifully cut black jacket.
Fronting the campaign are three men who define the fragrance ethos: a creative generation of men who “dare to follow their passions and carve their own paths.”
The three in question are 22-year-old British rapper Loyle Carner; 25-year-old French research assistant in the AI department of California’s Stanford University, Alexandre Robicquet; and American sculpture and graduate from the New York School of Visual Arts, David A Flinn.
Together, these men form something Yves Saint Laurent has dubbed “the Y-crew”.
Y will be released alongside its television campaign on August 25.
