It’s not so unusual for kids to follow in their parent’s footsteps, but this time Lenny Kravitz is doing it the other way around. Like his daughter Zoë Kravitz, he just became a Yves Saint Laurent Beauty’s Global Ambassador. “That’s the beautiful part of this experience—here I am following in my daughter’s footsteps and that’s the most exciting part for me,” he says. He is the new face of YSL’s Y Eau de Parfum. Though the fragrance launched in 2017, this marks the first campaign for the scent.
Kravitz is clearly a natural fit for the brand. “For as long as I can remember, I’ve been an admirer of Yves Saint Laurent, of his creation, his vision, his fashion house, his lifestyle, interiors, his taste in art and sculpture and so forth,” Kravitz says. “Throughout the years the designers obviously have changed but I’ve remained an admirer of the house, worn the clothes, and I feel like they’re designing for me. It really fits my aesthetic, my silhouette—I feel very comfortable in it.”
Y captures that rock star energy in a bottle, as its creator Master Perfumer Dominique Ropion meant to evoke the scent equivalent of black jeans and a white T-shirt. The fougére opens with top notes of green apple, sparking bergamot and juniper berries; a heart of mint, litchi, lemongrass, geranium and lavender; with a base of ambery clary sage and almond-scented coumarin. “It’s really fresh; it’s got a great mixture of natural elements, notes of apple, vetiver and bergamot,” Kravitz says. “When you put it on you just really feel like you’re ready to go, it’s a fresh start.”
Kravitz is just as enthralled by the message behind the campaign as the juice itself. “It’s why not, which is how I’ve lived my life,” he says. “It’s really about dreaming your dreams and following your dreams and achieving your dreams and being authentic to who you are, to take on challenges, which I love.” David Sims photographed the print campaign and fittingly Anton Corbijn, a German director who has captured everyone from U2 to Nirvana to Nick Cave, directed the video. “I was fortunate to be working with Corbijn, who I have known since the very early 90s,” Kravitz says. “We shot together after my second album. We did magazine covers and different things that I shot for his book that he put out back then. I’m an admirer of his work, especially his black and white photography I love. This was the first time we worked together in a long time and the entire shoot was calm, it was focused, there was no egos, it was a really wonderful work environment for everybody, down to all the extras that were there giving us their time and their energy.”
The video depicts a teenage Kravitz playing his guitar alone in his room, then cuts to present day Kravitz splashing on Y before taking the stage to perform. The theme made it personal for him. “The campaign was centered around what I do—which is performing, playing live, playing music—and so that was great because that was just very natural,” he says. Just like the campaign video, in real life Kravitz often wears fragrance to tap into his creative side or get into character.
“I remember when I did The Butler with Lee Daniels and I was playing the character of the butler in the White House, besides wardrobe and the wigs that I wore transforming me into this character, I definitely used fragrance to get me in that vibe of this old school cat. Fragrance in general, in any capacity, whether it’s food, whether it’s burning sage or incense in your home or putting essential oils in a bath, or putting on a fragrance, it all alters something. It lifts, it makes you feel a certain way. I remember that from being a child, from my mother putting on perfume when I was a kid, when she was getting ready to go out and my grandfather walking in the room after he had showered and getting ready for work. He had on his cologne and smelled so fresh and clean. These are things you remember your whole life just like you do music, or anything visual. It all plays a part.”
Kravitz naturally gravitates to scents that have a depth to them. “I like things that are smoky, I like fragrances that are woody, and then on the other side of the spectrum, things that have a certain freshness and spark that uplift, like the Y fragrance,” he says. “I don’t wear [fragrance] every day, but it can either be for you’re getting ready to go out, you’re dressed, you need that last lift and that is in a fragrance, or I can just be here by myself and I can feel that after coming out of the ocean, taking a shower, I put on something and I want to feel that, I want to smell that. It can be for presenting yourself to the world or you just being alone to yourself.”
Download VuuzleTV on IOS, Android, Roku, or online at Vuuzle.tv See tons of channels and thousands of movies all free!Vuuzle is a premium streaming service that offers live video content such as hit television shows, news, sports, and feature-length movies