What does the King of Rock 'n' Roll smell like? Elvis impersonator and crowd favourite Austin Butler has become the new face of modern masculinity, YSL's MYSLF fragrance
Who's Austin?
Austin is thirty-one years old. He was born in California and is truly the summer American kid from the perfect son commercial. He loved movies, always loved sports, singing, playing guitar, piano, writing songs... And he was so good at it that he was discovered at the age of 13. That's when the acting company got in touch with him. Acting classes and first experiences followed and voilà! He began to be seen.
His first film role was in The Faithful. Have you seen Monsters in the Attic? Well, he was there too - in 2009, the cute kid. He also went through the Disney studio when he starred alongside Miley Cyrus in Hannah Montana. We can look forward to seeing him in the second Dune, and you may have spotted him in other blockbusters like Once Upon a Time in Hollywood.
Why do the crowds love Austin?
Aside from his talent, which even the critics won't deny (Oscar, BAFTA and Golden Globe nominations for Best Male Performance, hello!), there's something about him that draws the crowds. He's simply handsome with a mischievous twinkle in his eye, and in the best sense of the word. Fate has bestowed a lot on him in terms of looks. And a hefty dose of charisma to boot - the perfect recipe for stardom.
He's his own
There's no doubt that he's his own man. And perhaps that's why the fragrance he's become an ambassador for is aptly named MYSLF. It's a modern vision of masculinity that this American rising star, certainly one of the most acclaimed actors of his generation, personifies. The modern man is sensitive and authentic, confident but approachable, unforced but complex. The embodiment of the MYSLF fragrance simply looks like Austin Butler, who is not lacking in humility, gratitude and depth. He is said to have thought about accepting the role for the YSL brand like this, and I quote:
"I was honoured to be asked to join the YSL Beauty family. Over the past few years, I have spoken to people who knew M. Saint Laurent. He has broken the boundaries of brands. He was a rebel, and I like that about him. I feel honored to be part of the legacy he set in motion."
Why did YSL choose Austin?
"In our search for a personality that embodied YSL Beauty's vision of a new masculinity, there could not have been a better choice for us than Austin Butler. As an artist and as a person, he embodies the values our brand expresses through MYSLF, a modern representation of what it means to be a man. It encompasses his many faces. He is generous and uninhibited in his individuality. That is why we are proud to welcome Austin Butler as the newest ambassador of YSL Beauty fragrances," said Stephan Bezy, International Director of YSL Beauty.
A film about the fragrance?
A big hit is about to premiere: the coming together of two formidable, award-winning young talents for their first ever advertising project - Austin Butler and Palme d'Or winner for Titane , Julie Ducournau. One of the most promising directors of her generation, known for her powerful and unfiltered films.
Yes, you read that right. The campaign is essentially a film with a distinct and bold aesthetic that exudes visual codes of luxury and beauty, shape-shifting and dynamic. It tells an emotional story, with Austin Butler embodying all of the selves that make up him. And the press photos were taken by another big name, namely Gray Sorrenti - a New York-based photographer who happily had this to say about his experience shooting with Austin:
"Masculinity for me is best defined by confidence, gentleness, kindness and elegance. Austin embodies all of this. Working with him was a great experience. He was open, generous and just fun to work with. He was truly a joy to shoot with."
The MYSLF fragrance is therefore a fusion of several exceptional talents who gave their best to the result. And it will soon be available here. The film will be unveiled on August 22 and two days later you can find MYSLF in Douglas stores.
