Adam Levine is the latest ambassador for YSL’s new fragrance

Y not?


By Wei Yeen Loh

Adam Levine is the latest ambassador for YSL’s new fragrance

Maroon 5 frontman Adam Levine is adding another title under his belt, apart from being a father of (soon-to-be) two, that is. The recording artist and TV host has been tapped by French beauty brand YSL Beauty as the ambassador for its latest men’s fragrance, Y. The partnership is reportedly a “digital-only” collaboration as both Levine and YSL Beauty hope to increase their Instagram fan-base (both amounting to 13.4 million followers).



The award-winning singer checks all the right boxes as the face for Y, which was launched earlier this August and takes on an appropriate name—it is targeted towards a client base made of Generation Y-ers (those born between 1980s-90s). “I’m psyched to be collaborating with YSL Beauty, a brand which has always appealed to me for its standout style and groundbreaking imagery. As a musician, I relate to the raw passion and strong sense of individuality of YSL; and being a part of the story of Y is exciting to me—it is not the story of one man, but of a whole creative generation. I’m excited to develop our relationship and see where it will lead,” says Levine.


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