Loreal-owned Yves Saint Laurent is launching a new mens fragrance named simply ‘Y’ – which will be launched by rapper Loyle Carner, sculptor David Alexander Flinn and AI researcher Alexandre Robicquet.
A tribute to Yves Saint Laurent himself, Y will “embody the spirit of youth” and aims to attract millennials to the YSL brand.
Why Y? “It’s the Gen Y, it’s the symbol of youth, it’s of course the question ‘Why?’. It’s the first letter of the first name of Monsieur Saint Laurent,” explains the company.
The men’s fragrance Y launches on August 25.