EXCLUSIVE: Peso Pluma, Lil Nas X and More Celebrate ‘Modern Masculinity’ With Empowering Messages in MYSLF Le Parfum Digital Series

YSL Beauty tapped rapper Lil Nas X, singer and rapper Peso Pluma, multi-genre entertainer Shaboozey, Australian multiplatinum performer Kid LAROI and model-influencer Vinnie Hacker to celebrate its new campaign for MYSLF Le Parfum, which celebrates individuality and authenticity.

The brand’s “Born MYSLF, No Matter What” digital project unfolds through a series of inspiring social media capsules of photo and video content shot and directed by fashion photographer Zoey Grossman.

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“I believe that self-esteem means being yourself,” Pluma told WWD exclusively. “ I feel the most powerful when I’m in my zone, which is being me.”

The series features empowering messages that celebrate “modern masculinity, while uniting the five distinct voices to explore and express what it means to each of them,” according to the brand.

“Lil Nas X, Peso Pluma, Shaboozey, The Kid LAROI and Vinnie Hacker each bring a distinct and powerful voice that resonates perfectly with the ethos of MYSLF LE PARFUM,” Juliette Ferret, General Manager, YSL Beauty US, told WWD. “With their unique backgrounds and talents, they embody individuality while staying true to themselves. This authenticity has fueled their success and enabled them to leave a lasting impact on U.S. culture.”

Headlined by YSL Beauty global ambassador Austin Butler, the brand shares that MYSLF is all about being true to oneself. The campaign both honors and challenges today’s definition of being a modern man, inviting these five entertainers to share their own interpretations. The campaign’s manifesto stands for living authentically and breaking boundaries in music and on-screen.

Since its inception, MYSLF Le Parfum has garnered the Fragrance Foundation Award for Fragrance of the Year – Men’s Prestige 2024. The fragrance itself is a masculine but balanced combination of scents, including a spicy vanilla bourbon, with notes of black pepper, orange blossom and warm woods. Available on YSLBeauty.com and specialty and department stores nationwide, the fragrance comes in several sizes, ranging from 10ml to 100ml and priced from $39 to $100 based on the size of its fully refillable vessel.

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