Yves Saint Laurent Beauté (YSL Beauté) has appointed American rapper Lil Nas X as its new brand ambassador.
Lil Nas X, whose real name is Montero Lamar Hill, will launch an unreleased, “never-heard-before track'' as part of the collaboration with the beuaty giant, to be released at a later date.
He will also feature in a series of advertisements on YSL Beauté's digital platforms and in the brand’s US media campaigns, and represent its men’s fragrance range.
"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.
"Shout out to YSL for embracing me and my campness and for inspiring change for the next generation of beauty."
"The partnership with YSL Beauté is one of the most thoughtful and impactful collaborations we've orchestrated," said Jennifer Frommer, SVP, Partnerships and 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."
Lil Nas X will also head up YSL Beauté’s new campaign for its Rouge Pur Couture: The Bold product launch.
The new formula has been designed to provide a bolder, intense colour and retails for US$39 on yslbeauty.co.uk.
"Lil Nas X embodies YSL Beauté's vision for the future of the beauty industry: boundary-breaking, unique, unapologetic, bold" says Laetitia Raoust, YSL Beauté US General Manager.
"The synergies between the brand and Lil Nas X's unwavering passion for individuality are the inspiration behind this partnership with the hope it empowers the next generation of beauty."
Lil Nas X rose to prominence with the release of his country rap single ‘Old Town Road’, which first achieved viral popularity in early 2019.
He then released his debut EP 7, which spawned two further singles ‘Panini’ and ‘Rodeo’.
