Just one month after signing on as YSL Beauty’s U.S. brand ambassador, music artist and pop culture phenomenon Lil Nas X is showcasing the company’s wares in a new digital and out-of-home campaign.
The new effort, appearing on the brand’s and artist’s Instagram pages, showcases YSL Beauty’s “The Bold” lipstick via a video that features an unreleased Lil Nas X unreleased track, titled “My Little Baby,” as its theme song. The video depicts Lil Nas X and a group of other leather-clad individuals in the desert putting on various beauty products.
YSL Beauty announced the 23-year-old singer would become its U.S. brand ambassador in August. In a release, the company said the partnership was intended to highlight the “transformative power of beauty” and self-expression among individuals and communities.
“It’s been a lot of fun working on this campaign with YSL Beauté — they’re such an iconic brand, and I’m happy to be a part of something so unique and groundbreaking,” Lil Nas X said in a release about the announcement. “Shout out to YSL for embracing me and my campiness and for inspiring change for the next generation of beauty.”
