Austin Butler, the acclaimed actor known for his roles in *Once Upon a Time in Hollywood* and his Oscar-nominated performance in *Elvis*, has become the face of Yves Saint Laurent’s MYSLF fragrance. This choice reflects a significant shift in the portrayal of masculinity in fragrance advertising, moving beyond traditional tropes and embracing a more nuanced and complex image. His selection as the YSL perfume advert model is not simply a celebrity endorsement; it's a statement about the evolving understanding of modern masculinity and the fragrance itself.
The YSL perfume advert featuring Butler is a departure from previous campaigns, particularly noticeable when compared to earlier YSL perfume advertisements. While the brand has a rich history of iconic imagery and memorable campaigns, Butler's campaign for MYSLF represents a fresh approach. Before delving into the specifics of the MYSLF campaign, let's briefly explore some of YSL's previous fragrance advertising, examining the evolution of their male model choices and the overall messaging.
A Look Back at YSL Fragrance Advertising:
While the question specifically mentions the YSL perfume advert 2020, it’s crucial to understand the context of YSL's broader advertising strategy before that year. Pinpointing a single campaign as representative of a whole year is difficult, as several fragrances might have had concurrent campaigns. However, analyzing trends over time provides a valuable perspective.
YSL Black Opium Advert: The Black Opium campaign, spanning several years, showcased a strong, confident, and often overtly sensual female aesthetic. The models chosen embodied this image, often with dark hair and intense gazes, reflecting the fragrance's bold and captivating nature. The male counterparts in related campaigns (if any) often followed a similar model of rugged masculinity.
YSL Libre Advert Model: The Libre fragrance line, both for men and women, has adopted a more androgynous and liberated approach. The models reflect this, often showcasing a blend of traditionally masculine and feminine traits. This reflects a modern shift in the fragrance industry, moving beyond rigid gender definitions. The focus is less on stereotypical portrayals and more on individual expression. The YSL Libre advert model choice, though varied across campaigns, consistently leans towards this more fluid and expressive aesthetic.
YSL Aftershave Advert: YSL's aftershave advertisements, while less prominent in recent years compared to their perfume lines, historically leaned towards a classic, sophisticated masculinity. Models were often clean-cut, well-groomed, and projected an image of refined elegance.
Yves Saint Laurent Myself Advert (and the broader MYSLF campaign): This brings us to the heart of the matter – Austin Butler and the MYSLF campaign. Unlike previous YSL male models who might have been chosen for their physical attributes alone, Butler's selection goes beyond superficial appeal. He embodies a multifaceted masculinity, reflecting the complex and nuanced nature of self-discovery and self-expression that the fragrance aims to represent.
The campaign images, photographed by Gray Sorrenti, are striking in their simplicity and authenticity. They avoid the overly polished and stylized aesthetic prevalent in many fragrance advertisements, opting for a more naturalistic approach. Butler’s portrayal isn't about projecting an unattainable ideal; it's about presenting a relatable and engaging figure. The focus is less on the product itself and more on the emotional connection and the journey of self-discovery.
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