PerfumeLenny Kravitz, the new face of Yves Saint-Laurent Eau...

Lenny Kravitz, the new face of Yves Saint-Laurent Eau de Parfum Y

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Lenny Kravitz, the new face of Yves Saint-Laurent Eau de Parfum Y
Lenny Kravitz, the new face of Yves Saint-Laurent Eau de Parfum Y

In 2017, the Yves Saint-Laurent house decided to pay tribute to Generation Y, that is to say to all the young people of our time, eager to realize their dreams and showing limitless creativity. Then, in 2018, this first essence for men was metamorphosed into a more woody Eau de Perfume, intended for accomplished men who have made their dreams come true. In 2020, Yves Saint Laurent decides to go even further and support this message with a new advertising campaign. To accompany Eau de Parfum Y, Yves Saint-Laurent offers himself a world-renowned muse of choice: the rocker and seducer Lenny Kravitz.

Yves Saint-Laurent and his prestigious cast

To carry out its advertising campaign for Eau de Parfum Y, the Yves Saint-Laurent brand offers itself a cast of choice. Of course, it is almost useless to present the new face of the brand to you, as its notoriety precedes it. Lenny Kravitz is the icon of a whole generation. At 56, he has already walked the biggest stages on the planet and is a symbol of success. Unbeatable rock icon, it is pictured here by director Anton Corbijn, a great reference in terms of imagery. Indeed, the latter can boast of having already worked with the biggest stars in the world, such as U2, Joy Division, New Ordder, Nic Cave, Sex Pistols, or even the Stones. The production is by Perrine Schwartz and Patrick Barbier. Moreover, Perrine Schwartz is enthusiastic about this project: “This first collaboration with Anton Corbijn was magical. He is a director who has the gift of quickly putting people at ease, both for the muse and for the production team, or here the agency BETC and Yves Saint-Laurent Beauté. As an internationally renowned photographer and clipper, he has met the greatest artists he has been able to capture in unique ways, often in black and white, with a sophisticated and raw style. His experience and collaboration with Lenny Kravitz was natural for this film. Having the chance to witness this moment of intimacy between two great artistic figures was fascinating ”. or here the BETC agency and Yves Saint-Laurent Beauté. As an internationally renowned photographer and clipper, he has met the greatest artists he has been able to capture in unique ways, often in black and white, with a sophisticated and raw style. His experience and collaboration with Lenny Kravitz was natural for this film. Having the chance to witness this moment of intimacy between two great artistic figures was fascinating ”. or here the BETC agency and Yves Saint-Laurent Beauté. As an internationally renowned photographer and clipper, he has met the greatest artists he has been able to capture in unique ways, often in black and white, with a sophisticated and raw style. His experience and collaboration with Lenny Kravitz was natural for this film. Having the chance to witness this moment of intimacy between two great artistic figures was fascinating ”.

Lenny Kravitz in the advertisement for Eau de Parfum Y

In this television campaign, everything is played to the sound of the title “Are You Gonna Go My Way”, iconic single by Lenny Kravitz dating from 1993. It all begins with the portrait of Lenny Kravitz, getting out of a sedan while being acclaimed by the crowd. Then, the rockstar goes behind the scenes of her show, before finding herself alone in front of her mirror. It is then that he enters a kind of introspection and plunges back into his teenage memories… How can he forget his first guitar or drums notes, when he was already dreaming of himself as a planetary star? Grabbing the Eau de Parfum Y, Lenny Kravitz comes out of his reverie and wins the stage with a determined step. He then connects guitar solos, rock songs and even plunges into the crowd. The advertisement ends with the slogan “Why not? “… Why not ? What if dreams were made to come true?

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