tmp lFqn38 eb6e4f4faa1e9c5e Courtesy of YSL Beauty

Image Source: YSL Beauty

On Sept. 22, YSL Beauty revealed Lil Nas X’s first marketing campaign as its new US ambassador, and the video can have you equal components teary eyed and cheering. The clip, soundtracked by an unique track from the artist, reveals Lil Nas X placing on totally different shades of lipstick from YSL’s new “The Bold” line, which the model claims is its most modern and extremely pigmented formulation up to now. The track, which has but to be launched in its entirety, particulars the singer’s plight to overcome his insecurities and be his most daring, genuine self.

As Gen Z continues to interrupt the mildew and depart their mark on the beauty industry, manufacturers are more and more discovering new methods to attach with the viewers. “Lil Nas X embodies YSL Beauty’s imaginative and prescient for the way forward for the wonder business: boundary-breaking, distinctive, unapologetic, daring,” Laetitia Raoust, common supervisor at YSL Beauty US

, informed POPSUGAR in a press launch. “The synergies between the model and Lil Nas X’s unwavering ardour for individuality are the inspiration behind this partnership, with the hope it empowers the following era of magnificence.”

Watch the brand new marketing campaign video starring Lil Nas X under.

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