The man who was Elvis and soon-to-be villain of the Dune universe, Austin Butler, has added another role to his repertoire becoming the new face of YSL Beauty, specifically the new men’s fragrance MYSLF.
The campaign, shot in collaboration with Titane Julia Ducournau and the cinematographer Benoît Debie, shows Butler in head to toe in Saint Laurent menswear, its signature blend of lithe sensuality underpinned by the house’s signature tailoring. A far cry from the satin suits that made him a household name, but also a perfect for the young actor who famously sublimated his own persona to carry the essence of the late King of Rock and Roll.
I am an artist, I am bold, I am mysterious, I am strong, I am joyful, I am genuine, I am myself. #YSLBeauty
Speaking about the collaboration and how he felt when the brand approached him to front the new fragrance, Butler stated he had long felt an affinity for the man himself.
“I’ve been such a fan of the YSL aesthetic because Yves Saint Laurent himself was such a visionary and was constantly breaking rules,” he explained. “He was such a rebel. I’m really inspired by him and how that has become his legacy.”
The scent itself is designed as an ode to one of perfumery’s most prized blossoms: orange blossom. Created in collaboration by Daniela Andrier, Christophe Raynaud, and Antoine Maisondieu, MYSLF opens with sparkling bergamot notes that buttress the delicate aromatic profile of the orange blossom. Patchouli, with a dose of Ambrofix, provides a plush base and warms the dry down.
What did Butler think of the fragrance when he first sprayed it? Nostalgia, apparently. “The first thing, honestly, I was trying to figure out what is the central note was that I was smelling,” he said.
“Once I realised it was orange blossom, it took me right back to this orange tree that I had as a kid, which was in the house that I grew up in, in the backyard. Just the smell of orange blossoms in the air when it was blooming and picking oranges with my mother. Then as it sort of settles on your skin and you smell more of the woody warmth, it smells like that warm time of night like sunset.”