Beauty Buzz. YSL Finds a ‘Parisienne’ in Kate Moss for New Fragrance Campaign

July 10, 2009 • Beauty


Yves Saint Laurent has just released the images of the campaign for its new scent, Parisienne, due out this fall. Using the theme that you don't have to actually be from Paris to feel Parisienne (“It’s a state of mind,” says Nathalie Durán, YSL Beauté’s deputy managing director), the French house has used none other than Brit icon Kate Moss to become the manifestation of the scent.“Kate Moss is not afraid to live and to love,” said Durán, adding
she is emblematic of the spirit of carpe diem threading throughout the
entire project. “She’s really the definition of the particular woman we

The model and designer Moss is featured in the campaign wearing a YSL ensemble including a leather bustier designed by Stefano Pilati. The designer was instrumental in the ad’s creation and also worked on the Parisienne’s bottle design tying in a black leather swatch for the label.  Moss is set against the backdrop of the Eiffel Tower in the very early morning which is thought to represent the after hours of a particularly long and happy night. The ads, in both still shot and short film form, are meant to embody that post-coital tranquility that pairs together a strongly sexual, yet daintily feminine dynamic. Though tousled and leather-clad Moss picks up an innocently pink blossom and that duality of tough yet sweet is what the company uses to express the quality of the new scent.

Kate Moss in the new Parisienne Yves Saint Laurent ads

Parisienne injects a floral woody juice into the YSL women’s fragrance
mix, the first fragrance venture for YSL since Loreal took over the YSL Beaute brand in July 2008. The scent is also expected to target women in their 30s — older
than the core consumer of the Elle fragrance and younger than those of the house's other scents,
Opium and Paris. And for Parisienne, even by its name alone, the new fragrance gives a nod to the
Paris women’s scent that was launched in 1983 and remains a top 10
seller in France, said YSL executives. But whereas Paris was about the
city by that name, “this is about what happens in Paris,” said Durán,
of Parisienne. The scent is set to launch mid-August in France, but will probably not be available stateside until October.

Article and Photo Source: WWD
-Alia Rajput

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