The openly gay rapper continues to break boundaries…
YSL Beauty has announced that two-time Grammy-winning rapper Lil Nas X (aka Montero Lamar Hill) will act as its new U.S. brand ambassador.
According to the brand, the partnership aims to showcase the “transformative power of beauty, inspiring independent self-expression for individuals and communities driven to change the world alongside YSL.” It also mirrors the “passion, creativity and fearless attitude” found in both Lil Nas X and Saint Laurent himself.
“It’s been a lot of fun working on this campaign with YSL Beauté — they’re such an iconic brand, and I’m happy to be a part of something so unique and groundbreaking in the beauty world,” the “Industry Baby” rapper said in a statement. “Shout out to YSL for embracing me and my campness and for inspiring change for the next generation of beauty.”
As a part of his new beauty role, Lil Nas X will feature in a variety of content, including a campaign celebrating the brand’s latest launches — the Rouge Pur Couture: The Bold, a long-lasting, high-pigment lipstick, and the Lash Clash Mascara. He will also support YSL Beauty’s bestselling men’s fragrance, Y.
Naturally, music will also make its way into the collaboration with a new unreleased track from the 23-year-old artist.
“The synergies between the brand and Lil Nas X’s unwavering passion for individuality are the inspiration behind this partnership with the hope it empowers the next generation of beauty,” Laetitia Raoust, YSL Beauty U.S. general manager, noted in a release.
Added Jennifer Frommer, senior vice president of partnerships & commercial licensing at Columbia Records: “Like Lil Nas X, the campaign is brave, it challenges the status quo and reminds us to keep pushing the boundaries of identity.”