Lenny Kravitz is the face of YSL's new men's fragrance ‘Y’

"I’ve always been a fan”

BEAUTYcrew Beauty Editor / September 11 2020

It seems YSL likes to keep it in the family when selecting the faces of their fragrances. The prestige brand has just announced that Lenny Kravitz will be heading up the campaign for their new men’s fragrance, ‘Y’. His daughter Zoe Kravitz has famously worked alongside the brand for years fronting their Black Opium fragrance. 

The rockstar’s fervor for YSL pre-dates the opportunity to collaborate with the brand, as he explained in a statement released by YSL, “I’ve always been a fan of Yves Saint Laurent. Of his work, his aesthetic, his lifestyle, his boldness.”

“He was super eclectic and drew from so many places. I also happened to already wear a lot of Saint Laurent. Always have. This was not something I had to fit into or think about. It’s been part of my lifestyle for so many years. It’s a very organic collaboration.”

The campaign heavily evokes that rock star, effortless kind of cool that Kravitz embodies so well, saying in one IG post, “the Yves Saint Laurent Beauty man has always been a dreamer and a risk-taker. An experimenter and a creator who never stops asking himself: WHY NOT?”

“Celebrate this spirit with a masculine fragrance that introduces the high contrast of black and white accords. White accords of sage and geranium. Underscored by the black accords of a sensuous woody, ambery base to amp up the scent’s powerful radiance.”

Is that special man in your life a little clueless when it comes to scents? Here’s the guy’s guide to making the most of your fragrance.

Main image credit: @lennykravitz

Briar is the Beauty Editor at BEAUTYcrew. Her 'down for anything' attitude has resulted in more than a handful of hair transformations, and she doesn't mind being used as a guinea pig for the industry's most unusual products and treatments. Her work has also appeared on Refinery29, Girlfriend and beautyheaven.