Yves Saint Laurent Beauty US ambassador from 2022, rapper Lil Nas X now stars in a new ad campaign that provocatively challenges gender boundaries. An attitude that characterizes the artist’s work is openly queer, and aimed at a generation that doesn’t know what to do with stereotypes.
In shots by London photographer Campbell Eddy, Lil Nas X sports five looks representing the many facets of his persona. Each look will be presented in different chapters throughout the year, emphasizing the artistry of YSL makeup and its value as a medium of transformative self-expression.
The campaign, which will include a soundtrack signed by Lil Nas X, chronicles moments in his life that shaped his identity and introduces the public to the multifaceted aspects he represents. A personal story that seeks to inspire others to break with conventions and boldly reveal the many facets of themselves. The first part of the campaign was unveiled on social media and digital platforms with the artist performing at the Gov Ball. The next four chapters will continue through the summer and fall with out-of-home planning and a renewed presence on social and digital media.
“What we love about Lil Nas X is his bold approach to self-expression and his way of using makeup as a form of creative expression,” commented Letitia Roust, general manager of YSL Beauty US.
“Since the beginning of last year, my partnership with YSL Beauty has been about pushing the boundaries of beauty and embracing individuality. With this new campaign, we have explored my many faces and personalities through five different makeup looks, which has given me the opportunity to experiment with makeup in a more creative way. I hope we can inspire generations to come to do the same,” says Lil Nas X.
