Elvis actor, Austin Butler, to be face of upcoming YSL scent, MYSLF

Austin Butler has been announced as the new face for Yves Saint Laurent’s upcoming men’s fragrance, MYSLF.

Butler, who starred as Elvis Presley in the recent biopic said in a statement: “Over the last few years, I’ve spoken with people who knew M. Saint Laurent. He broke through labels. He was a rebel, and I love that about him.”

The new fragrance is aimed at Gen Z. Stephan Bezy, International general manager of YSL Beauty told WWD:

We wanted to bring an offer to Gen Z – That generation has been exposed to a lot of tensions.

It has raised the question: ‘What does it mean to be a man today?’” continued Bezy, saying for Gen Z it’s not so much about the “having” as about the “being,” the “who am I?” “They realise that to be a man is to have the freedom to be yourself. It’s a generation that has decided to break down the frontiers, tear down clichés and those barriers, to express and be themselves.


MYSLF was composed by Givaudan perfumers, Daniela Andrier, Christophe Raynaud and Antoine Maisondieu. Notes include bergamot, clary sage, orange blossom, wood accord, Ambrofix, and patchouli.

The fragrance bottle was designed by Suzanne Dalton – The glass bottle contains recycled glass and boxes are FSC™ MIX certified. All formats of MYSLF are refillable by using the 5 oz./150 mL refill bottle, allowing for less packaging material.

The company say:

MYSLF is the expression of the man you are, with all of your emotions and nuances. A twist of the traditional woody fragrance family with flowers. A statement of modern masculinity to celebrate your true self. Unapologetically. Proudly.

The video advertising campaign featuring Austin Butler was shot by Julia Ducournau, and the still images by Gray Sorrenti.

MYSLF launches today in the US on yslbeauty.com and globally from Thursday.

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I don't want to smell Myself quite this way.

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Austin Butler is all over the media this week. I didn't realize it was a PR campaign for the new YSL fragrance at first, until I stumbled upon articles from the likes of Vogue, Vanity Fair, etc. that headlined his interest in fragrances. Cool, I thought, Austin Butler is a fraghead - and clicked on the article. The interviewer asked him about his favourite fragrances and his fragrance use and he waffled about in some standard marketing terms and I kept wondering - why is he not naming any of his favourite fragrances or what he actually wears daily... until the PR pitch came to a close and the journos piled the MYSLF crap on this unsuspecting reader. Kaching!

Austin is cute but I won't be buying MYSLF. Stupid name too.

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I think Austin Butler is a good choice to be the face of this fragrance. Recently wore it and thought it was quite nice.

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