According to an official press release, the partnership will be centered on “fearless, boundary-pushing artistry to remold beauty as it is understood today.”
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.
“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,” said Lil Nas X.
Nas X’s new YSL campaign will be built on the foundation of YSL Beauté’s newest makeup, Rogue Pur Couture: The Bold, which is available now for $38 at select retailers. The campaign also features an unreleased song titled “My Little Baby.”