With the appointment of make-up artist Tom Pecheux as the global beauty director of YSL Beauty earlier this year, the brand has been steering towards an updated and more youthful interpretation of its unmistakable attitude. Pecheux strives to to “bring color, confidence, and naughtiness to women.”
Big Little Lies actress Zoë Kravitz, the perfect genetic output of noted beautiful people Lenny Kravitz and Lisa Bonet, represents precisely the kind of youthful cool YSL is trying to tap into.
Having long carried an affection for the brand and named as the company’s muse last May, Kravitz admires their “ability to combine the chicest of styles with a raw edge.” At YSL, “nothing is forced, nothing is fake but bold, strong, and unafraid.”
The YSL muse was frequent attendee of their shows, sitting front row at Fashion Week, and has now strengthened her relationship with the brand by integrating herself with its cosmetics sector. Anticipate the launch of Tatouage Couture, Kravitz’s first global campaign for the brand, in August of this year.
Images courtesy of YSL Beauty on Youtube and @YSLBeauty on Instagram.