In a changing era of freedom of expression, today’s young men are redefining what it means to be a man. Being MYSLF, being yourself, is the way to cope with that change. Break free from toxic clichés. Seek self-determination instead of domination. Tolerance and empathy instead of power. Listen to yourself and those around you. Accept your emotions. BE, rather than HAVE.

MYSLF stands for owning yourself. Completely. Even if it contradicts what is expected of you. MYSLF encompasses all facets of the man you are, not the man you’ve been told you should be. It is you, with all your contrasts and nuances. For what is strength without sensitivity, what is learning without unlearning, what is love without pain, what is being human without being imperfect?

No matter how many facets of yourself you explore, you are always you: a unique combination of your experiences and choices. To be that person, you need a fragrance that is different. That represents you. That expresses your nature, all your nuances. That opens the way to a new representation of masculinity. And this is MYSLF: a statement from the most avant-garde Parisian couture brand.

What does the new masculinity smell like?

MYSLF redefines masculinity, being the first floral and woody fragrance from YSL Beauty. This perfume defies any gender stereotypes. It combines soft white petals with a fresh and vibrant opening, balanced by woody notes. The heart of the fragrance is orange blossom, a gender-fluid flower. Fresh bergamot and orange blossom come together to create a luminous, floral scent. The woody base notes, with Indonesian patchouli and Ambrofix™, add warmth and depth.

The ingredients of this fragrance are Tunisian-grown Seville Orange Blossom, bringing opulence and freshness. Italian Bergamot Heart: balances citrus with floral and aromatic. French Diva Lavender Heart: creates a clean, fresh scent. Sage Sclarea Heart of Provence: offers herbaceous and floral nuances. Geranium Bourbon Heart of Madagascar brings floral intensity and fruity hints, along with herbal and menthol notes.

Who is behind MYSLF?

Three prestigious perfumers are behind this olfactory statement: Daniela Andrier, Christophe Raynaud and Antoine Maisondieu. Daniela was the mind behind MYSLF, inspired by her trip to Tangier and YSL’s presence in the Moroccan city. Christophe, renowned for his talent for creating powerful, long-lasting and memorable scents. Antoine, Givaudan’s chief perfumer, is known for his quest for simplicity and his contemporary vision of masculinity.

The bottle is designed by Suzanne Dalton who has sought to reflect a masculinity in line with YSL’s vision. MYSLF reflects the brand’s commitment to sustainability and innovation in luxury perfumery. The bottles and boxes are recyclable, contain recycled glass and are FSC™ MIX certified. In addition, the Eau de Parfum is 100% refillable. The bottle stands out for its clean lines and subtle details. Its tall, slender silhouette fuses elegance and aerodynamics and features the iconic YSL Cassandre design moulded into the glass.

Austin Butler, image of MYSLF

No one could embody the Yves Saint Laurent Beauty fragrance better than Austin Butler. One of the most acclaimed actors of his generation, he has collaborated with some of the most prestigious directors: Quentin Tarantino, Baz Luhrmann, Jim Jarmush, Jeff Nichols and now Denis Villeneuve for the upcoming Dune: Part Two. His Oscar-nominated performance in the film Elvis has demonstrated his unique ability to portray a complex and compelling character, both as a man and as a legend. His three years of hard work were recognised with an Oscar nomination, as well as a Golden Globe and BAFTA for Best Actor.

To direct the MYSLF campaign, Yves Saint Laurent Beauty enlisted French film director and screenwriter Julia Ducournau. The Palme d’Or winner for Titane, one of the most promising directors of her generation, known for her strong, unfiltered images, has been chosen for ‘The New Statement In Fragrance’. Shot with a striking and daring aesthetic that distils the visual codes of luxury and beauty, the film tells an emotional story, in which the actor and protagonist Austin Butler embodies all the selves that make him up.

You can now get your hands on MYSLF by Yves Saint Laurent Beauty at yslbeauty.es.