YSL Beauty Launches new Myslf Fragrance with TVc Starring Austin Butler Created by BETC Etoile Rouge

Sep. 11, 2023

YSL Beauty announced Austin Butler as global Ambassador of its new fragrance MYSLF, a contemporary vision of masculinity.

One of the most acclaimed actors of his generation, the American rising star has already collaborated with some of the most prestigious directors Quentin Tarantino, Baz Luhrmann, Jim Jarmusch, and now Jeff Nichols and Denis Villeneuve for the upcoming Bikeriders and Dune: Part Two respectively.

His outstanding performance in the Academy Award nominated film Elvis has shown his unique capacity to portray a complex, compelling character – both as a man and as a legend. His three years of hard work were recognized with an Academy Award nomination, in addition to a Golden Globe and a BAFTA win for Best Actor.

Austin fully embraces all the different facets he is. Sensitive and authentic. Confident but approachable. Effortless but complex. No one could embody the new MYSLF fragrance more genuinely. No one could be a more compelling voice for YSL Beauty’s statement of modern masculinity.

MYSLF, a modern representation of what it means to be a man

Austin Butler embodies YSL Beauty’s vision of the new masculinity. Embracing his many facets. Owning up to his individuality, generously, unapologetically.

YSL Beauty worked with longtime partner BETC Etoile Rouge to create the launch campaign of the new MYSLF fragrance.

The film campaign was directed by Julia Ducournau, the Palme d’Or-winning for Titane, one the most promising directors of her generation, known for her strong and unfiltered images.

The print campaign was photographed by New York based photographer, Gray Sorrenti.