Renowned actor Austin Butler, 31, is taking a fragrant stride into the spotlight as the global ambassador for YSL Beauty’s freshly introduced men’s fragrance, MYSLF. YSL Beauty revealed their choice on Tuesday, emphasizing the alignment of Butler’s values with the brand’s commitment to celebrating authentic self-expression and redefining conventional beauty standards.
In an official statement Stephan Bezy, International General Manager, expounded on why Butler was a fitting choice for the MYSLF campaign, “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.”
Butler, acknowledged for his appearances wearing Saint Laurent attire on red carpets, conveyed his reverence for Yves Saint Laurent, the fashion visionary, and the privilege of being associated with the YSL Beauty family.
“I was honored to be asked to join the YSL Beauty family. Over the last few years, I’ve spoken with people who knew Mr. 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,” Butler said.
A cinematic dimension will accompany the campaign’s release with a video component crafted by esteemed Palme d’Or-winning French director Julia Ducournau.
The brand’s statement teased an enchanting visual narrative: “Captured in different camera styles, the pace ebbs and flows, creating a narrative that evolves with the rhythm of discovering ourselves.”
Scheduled to debut on August 22, the video spotlights Butler in a sequence of captivating scenes.
From traversing a hall of black mirrors to dancing, shadow boxing, and embracing the sunlight atop a rooftop, the actor unravels his diverse selves until he turns away from his reflection in the mirrors, asserting, “Myself, no matter what.”
Complementing the dynamic visual representation, the print campaign, lensed by New York-based photographer Gray Sorrenti, showcases Butler’s striking presence in various compelling poses.
The actor’s versatility is showcased as he dons a sleek black suit with a T-shirt underneath and black heeled boots in one image. In another, he exudes intensity wearing a black leather jacket while locking eyes with the camera.
Butler follows in the footsteps of Grammy-winning rapper Lil Nas X, who became a YSL Beauty ambassador the previous year.
Reflecting on his personal beauty approach, Butler confessed his penchant for fragrances, “My approach is that I wear fragrance depending on how I want to feel, kind of how I get dressed. It makes you feel a certain way so that applies to my life. I have some days where I wear fragrance and some days that I don’t.”
“I simply love smells — I love a good smell. So for me, getting to surround yourself with that all day is one of the joys of the fact that people create fragrances, because then you can just surround yourself with something that you love the smell of,” he shared, highlighting his preference for “woody” scents with subtle richness.
Butler’s journey as the face of MYSLF ushers in a new chapter, where his alignment with YSL Beauty’s vision amplifies the brand’s commitment to authenticity and self-expression.
