The 2018 Yves Saint Laurent (YSL) "Myself" campaign marked a significant shift in the brand's advertising strategy, showcasing a departure from the overtly glamorous and often sexually charged imagery of previous years. This campaign, primarily focused on the YSL Libre fragrance, starred the English model Edie Campbell, a choice that reflected the brand's evolving aesthetic and its attempt to connect with a more contemporary and empowered female audience. After previously appearing in Black Opium advertisements with dark hair, Campbell’s appearance in the "Myself" campaign showcased a more natural, relatable, and arguably less stylized version of herself, reflecting the fragrance’s intended message of self-acceptance and freedom.
This article will delve into the specifics of the 2018 YSL campaign, focusing on Edie Campbell’s role as the face of the "Myself" campaign and the broader implications of this choice for YSL's brand identity. We will explore the contrast between this campaign and previous YSL advertising, analyze the impact of Campbell’s portrayal on the perception of the Libre fragrance, and examine the overall success of the campaign in achieving YSL's marketing objectives. Further, we'll discuss the broader context of YSL's model selection, examining the shift towards diverse representation and the brand's strategic use of established models like Campbell to both maintain brand recognition and introduce a fresh perspective.
Edie Campbell: The YSL Libre Advert Actress and Model
Edie Campbell is not just a model; she's a cultural icon. Her career transcends the traditional boundaries of the fashion industry, with her involvement in art projects, activism, and her outspoken personality making her a compelling figure beyond the runway. This multifaceted personality aligns perfectly with YSL's attempt to project an image of confident, independent femininity. Her previous appearances in the Black Opium campaigns established a degree of familiarity with the YSL brand, allowing for a smooth transition to the "Myself" campaign. However, the shift in her portrayal was significant. In the Black Opium ads, her look was darker, more dramatic, and arguably more aligned with the traditional seductive imagery often associated with perfume advertising. In the "Myself" campaign, her hair is lighter, her makeup more natural, and her overall demeanor projects a sense of effortless cool and self-assuredness.
The "Myself" campaign didn't just feature Campbell; it was built around her. The advert emphasized her natural beauty and personality, showcasing her in various unglamorous settings, far removed from the highly stylized environments of previous YSL campaigns. This move towards a more realistic portrayal was a calculated risk, aiming to resonate with a generation of consumers who are increasingly skeptical of overly polished and unrealistic advertising imagery. By showcasing Campbell's individuality and authenticity, YSL aimed to build a connection with its target audience on a deeper level.
The YSL Libre Advert: A Reflection of Modern Femininity
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