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Cover image credit: YSL Beauty
YSL Beauty has launched a new installment in their digital series, “Modern Masculinity,” aimed at redefining traditional notions of masculinity in the beauty industry. This latest chapter features music sensation Lil Nas X and rapper Shaboozey, two bold figures who have used their platforms to challenge gender norms and embrace a fluid, fearless approach to personal expression. Through this campaign, YSL Beauty underscores its commitment to inclusivity, encouraging men to explore beauty without boundaries.
Lil Nas X, known for his daring fashion choices and unapologetic self-expression, has been a trailblazer in breaking down the barriers of traditional masculinity. His involvement in the campaign is a natural extension of his work in music and fashion, where he continuously pushes the envelope, making space for men to express themselves authentically, no matter how unconventional. YSL Beauty taps into his influence, showcasing how modern masculinity is about confidence, creativity, and rejecting stereotypes.
Joining Lil Nas X is Shaboozey, whose presence brings a unique voice to the campaign. Shaboozey’s style reflects the evolving identity of masculinity in today’s culture, blending traditional elements with modern aesthetics. Together, these two artists embody YSL Beauty’s vision for a more inclusive future—where beauty transcends gender norms and empowers everyone to express their true selves.
YSL produced a similar initiative last year, including the voice of Steve Lacy & Lil Yatchy.
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