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YSL Beauty has unveiled a new campaign for its fragrance MYSLF ABSOLU, featuring none other than Shai Gilgeous-Alexander, the reigning NBA MVP and Finals MVP.
His involvement highlights how professional athletes today move far beyond the boundaries of the court, shaping not only the game but also culture, style, and the atmosphere surrounding luxury living.
In the campaign visuals, Shai appears stripped of unnecessary embellishments, with a focus on simplicity and strength. As he raises the iconic, mirror-like bottle of MYSLF ABSOLU, his confidence and authority echo the moves that define his dominance on the basketball court. The steel-and-glass sheen contrasts with the silhouette of his hand, while the YSL logo engraved into the bottle serves as a seal of timeless prestige.
Shai brings a deeply personal dimension to the campaign, recalling early trips with his mother to perfume shops, where the name YSL already carried the weight of luxury and aspiration. Today, as a global sports and fashion icon, he becomes part of that legacy. “Being part of this story is not only an honor and privilege but also a true reflection of who I am,” says Gilgeous-Alexander.
The MYSLF ABSOLU fragrance builds on the original MYSLF, but with a more intense character. It opens with notes of fresh ginger and green cardamom, unfolding into a heart of orange blossom, carefully cultivated in YSL’s Moroccan gardens. The composition is crafted as a balance of light and depth—mirroring the duality of Shai as both an elite scorer and a selfless playmaker.
With MYSLF ABSOLU, the campaign merges tradition with modernity, luxury with the energy of athletic spirit, reaffirming YSL Beauty’s position as a brand that defines the lifestyle of a new generation.
