It’s not so uncommon for youths to comply with of their mum or dad’s footsteps, however this time Lenny Kravitz is doing it the opposite approach round. Like his daughter Zoë Kravitz, he simply turned a Yves Saint Laurent Magnificence’s World Ambassador. “That’s the gorgeous a part of this expertise—right here I’m following in my daughter’s footsteps and that’s probably the most thrilling half for me,” he says. He’s the brand new face of YSL’s Y Eau de Parfum. Although the perfume launched in 2017, this marks the primary marketing campaign for the scent.
Kravitz is clearly a pure match for the model. “For so long as I can bear in mind, I’ve been an admirer of Yves Saint Laurent, of his creation, his imaginative and prescient, his trend home, his way of life, interiors, his style in artwork and sculpture and so forth,” Kravitz says. “All through the years the designers clearly have modified however I’ve remained an admirer of the home, worn the garments, and I really feel like they’re designing for me. It actually matches my aesthetic, my silhouette—I really feel very snug in it.”
Y captures that rock star power in a bottle, as its creator Grasp Perfumer Dominique Ropion meant to evoke the scent equal of black denims and a white T-shirt. The fougére opens with prime notes of inexperienced apple, sparking bergamot and juniper berries; a coronary heart of mint, litchi, lemongrass, geranium and lavender; with a base of ambery clary sage and almond-scented coumarin. “It’s actually recent; it’s obtained an excellent combination of pure components, notes of apple, vetiver and bergamot,” Kravitz says. “While you put it on you simply actually really feel such as you’re able to go, it’s a recent begin.”
Kravitz is simply as enthralled by the message behind the marketing campaign because the juice itself. “It’s why not, which is how I’ve lived my life,” he says. “It’s actually about dreaming your goals and following your goals and reaching your goals and being genuine to who you might be, to tackle challenges, which I really like.” David Sims photographed the print marketing campaign and fittingly Anton Corbijn, a German director who has captured everybody from U2 to Nirvana to Nick Cave, directed the video. “I used to be lucky to be working with Corbijn, who I’ve identified for the reason that very early 90s,” Kravitz says. “We shot collectively after my second album. We did journal covers and various things that I shot for his e book that he put out again then. I’m an admirer of his work, particularly his black and white pictures I really like. This was the primary time we labored collectively in a very long time and the whole shoot was calm, it was centered, there was no egos, it was a extremely fantastic work atmosphere for everyone, all the way down to all of the extras that have been there giving us their time and their power.”
The video depicts a teenage Kravitz enjoying his guitar alone in his room, then cuts to current day Kravitz splashing on Y earlier than taking the stage to carry out. The theme made it private for him. “The marketing campaign was centered round what I do—which is performing, enjoying reside, enjoying music—and in order that was nice as a result of that was simply very pure,” he says. Identical to the marketing campaign video, in actual life Kravitz usually wears perfume to faucet into his inventive aspect or get into character.
“I bear in mind once I did The Butler with Lee Daniels and I used to be enjoying the character of the butler within the White Home, in addition to wardrobe and the wigs that I wore remodeling me into this character, I positively used perfume to get me in that vibe of this old style cat. Perfume normally, in any capability, whether or not it’s meals, whether or not it’s burning sage or incense in your house or placing important oils in a shower, or placing on a perfume, all of it alters one thing. It lifts, it makes you’re feeling a sure approach. I keep in mind that from being a toddler, from my mom placing on fragrance once I was a child, when she was on the brink of exit and my grandfather strolling within the room after he had showered and preparing for work. He had on his cologne and smelled so recent and clear. These are stuff you bear in mind your entire life similar to you do music, or something visible. All of it performs an element.”
Kravitz naturally gravitates to scents which have a depth to them. “I like issues which are smoky, I like fragrances which are woody, after which on the opposite aspect of the spectrum, issues which have a sure freshness and spark that uplift, just like the Y perfume,” he says. “I don’t put on [fragrance] day by day, however it could actually both be for you’re on the brink of exit, you’re dressed, you want that final raise and that’s in a perfume, or I can simply be right here on my own and I can really feel that after popping out of the ocean, having a shower, I placed on one thing and I wish to really feel that, I wish to odor that. It may be for presenting your self to the world otherwise you simply being alone to your self.”