Yves Saint Laurent Beauté: Why Not

For this new chapter, Y perfume for men asks a crucial question: WHY NOT? It encourages us to take a chance, showing that nothing can stop us accomplishing our dreams. The campaign features new brand ambassador Lenny Kravitz —the undisputed, intergenerational rock icon and the very symbol of success and cool charism that perfectly embodies the values of Y: a daring spirit inconstant search of self-fulfillment, always ready to take on a challenge.The film follows Lenny Kravitz minutes before entering the stage, during intimate moments of introspection and reflection. It is then, alone, in front of the dressing room mirror, that he experiences a moment of truth: he remembers himself as a teenager dreaming in his bedroom about becoming the Rockstar he is today. His iconic song “Are You Gonna Go My Way”, remixed for the campaign, accompanies the visuals. To bring the campaign to life, BETC ETOILE ROUGE andGENERAL POP called upon director Anton Corbjin, represented by WANDA (production). Anton is known for his skill and ability to captureemotions of topartists, such as David Bowie or Mick Jaggerfor his tour documentaries. Renowned fashion photographer David Sims captured the campaign visuals—Lenny Kravitz and his legendary guitar, more rockthan ever.