“YSL Beauty has always been one of my favorite brands,” says actress and Lolawolf pack leader Zoë Kravitz, announcing her partnership with the timeless fashion house. “Nothing is forced, nothing is fake, but everything is bold, strong and unafraid.”
The news arrived with three black-and-white photos, as YSL Beauty mused about the 27-year-old’s “talented, cool and free-spirited” energy. “She embodies the YSL Beauty woman and the brand’s vision of beauty,” they said. “We are proud to announce that the new U.S. YSL Beauty muse is the amazing actress and singer Zoë Kravitz.”
This casting follows Balenciaga, which also recruited Kravitz for their spring ’16 campaign alongside German model Anna Ewers, though YSL Beauty’s will exist exclusively on social media. Without giving away any spoilers, the brand revealed that Kravitz’s partnership will include a video project, some music and “lots of makeup looks.”
The fashion ads pouring out for SS10 are bordering on bizarre. There’s the relentless pushing of purses in campaigns from Prada, Versace, Dolce & Gabbana and YSL. There’s the new hard on for headlessness, with Prada’s campaign featuring only a third of model Rasa Zukauskaite’s dome (in two of the three ads Rasa is cropped from the lips up) and Celine using faceless, and footless, models in its new Juergen Teller shoot.
Then there’s this beauty from Lanvin, one of a three-part ad series (another image features two writhing models whose faces are, surprise, surprise, obscured). Part haute couture and part horror film, the image features photographers, and couple, Inez & Vinoodh, except Inez looks like she doesn’t have her skin on. The duo has shot Lanvin’s ad campaigns in the past, but until now they’ve never put themselves in front of the camera, and certainly not with one of them nude, covered in blood red paint. It calls to mind a TAR cover from early 2009, which featured an under-the-flesh look at Kate Moss.