YSL Beauty has teamed up with Vice Media to create a series of short films entitled the Y Series.
To promote the brand’s new cologne Y, the documentary-style campaign showcases three creative young men who “have successfully established themselves by taking an untraditional path,” according to the brand.
The films feature: British rapper and Y ambassador Loyle Carner, Australian chef and restaurateur Magnus Reid, and LA-based artist Danny Fox.
Fox said via Instagram: “Go check out a mean little video about me that @yslbeauty and @viceuk knocked up.
“It's the best I'll ever look, and the closest I'll get to being a film star so give it ago. Was a pleasure working with crazy talented people @jonashegi and co!”
Alongside the films, interviews with each subject has been published to Vice to help the viewer learn more about their work.
"It's exciting to unveil The Y Series and our work with YSL Beauté. These culturally rich films created with three inspiring men truly embody the spirit of the campaign,” said Oli Woodley, SVP Business Development VICE EMEA.
The partnership demonstrates Vice’s beauty commercial expansion. Earlier this year, Vice’s sister title i-D collaborated with Chanel to create The Fifth Sense, a digital platform that explores scents in the form of visuals.
