French fashion house Yves Saint Laurent has always had a skill for choosing the coolest faces to star in its campaigns. Most recently, supermodel off-spring Kaia Gerber was announced as the brand’s new ambassador, following in the footsteps of Kate Moss, Cara Delevingne and Betty Catroux.
On the beauty front, YSL Beauty appointed musician Staz Lindes as its ambassador last year, to introduce Yves Saint Laurent’s newest launch, Tint in Balm, to the world with a new cool-girl campaign.
Now, the French Maison has tapped another artist to front its latest men’s fragrance, titled Y. Even though the fragrance won’t be launched until August, we’ve got a sneak peek at the campaign.
As a musician, I relate to the raw passion and strong sense of individuality of YSL; and being a part of the story of Y is exciting to me — it is not the story of one man, but of a whole creative generation.
Overnight, the fashion house revealed that Adam Levine is the global ambassador of the upcoming Y Eau de Parfum. The new scent is the newest edition of the original Y Eau de Toilette which infused notes of bergamot, sage, ginger, cedarwood and balsam fir. Although that campaign was also dominated by the Maroon 5 frontman, Levine only served as the face of the U.S digital campaign whereas now, it’ll be on a global scale.
The announcement comes ahead of two other big milestones for Levine. He and wife Behati Prinsloo are expecting their second child, and Maroon 5 plans to release their first album in three years, Red Pill Blues, in November.