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While the streets of Paris have recently taken on the colors of YSL Beauty, revealing on the walls and bus shelters the faces of its new perfume for men, it was in New York a few hours ago that the house celebrated the launch of Y, an Eau de toilette for “men who dare to follow their passions and intuitions to create their own path to accomplishment”. Three muses for a perfume already inescapable: David Alexander Flinn, multi-talented artist and model, Alexandre Robicquet entrepreneur in artificial intelligence, and Loyle Carner, rising figure of rap. Three beautiful gules but not only – above all three creative profiles that embody YSL’s new emblem-scent. So the launch party kept its promises, right in the middle of New York Fashion Week, first by the place chosen: the incredible Vale Garden Residence, the largest penthouse of the William Vale Hotel in the heart of Brooklyn. Invited to live the #THATSY experience, a handful of international influencers, including the French Romain Costa or Renan Pacheco, joined the muses on the terrace with breathtaking views of New York, before trying the video experience in front of the Y hoisted up like a luminous monolith. Created to measure by Say Who, the evening did not fail to gather some big names in the US, notably the it-couple formed by the singer Halsey and the rapper G-Eazy. “Everything starts with a why”…

Photos: Romain Mayoussier
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