NEW YORK, NY – OCTOBER 2020
YSL Beauté celebrates the one-year anniversary launch of LIBRE Eau de Parfum, with an exclusive collaboration with three unique artists. The goal of the project is to highlight individual freedom, the message and inspiration behind the fragrance. The brand partnered with Mashonda Tifrere, renaissance woman and art curator, to hand select artists and cultivate three individual pieces that utilize the perfume bottle in a way that reflects their own artistic freedom and ethos. The work of each artist, all women of color, will be featured on YSLBeauty.com, as well as highlighted via a special mailer sent to YSLB loyalty customers and friends of the brand.
- Amani Lewis is a young artist based in Baltimore who creates art based on people she meets and stories they share. She has one goal for her works: to reimagine the mechanisms used by media, to deepen her subjects’ perspectives of themselves, their power, and the relationship to their surroundings.
- Melissa Koby is an artist who represents women taking a stance and being positive against racism and other social issues in her work. She takes scenarios she encounters in real time and creates work that translates the power and emotion behind the scenes. Her ability to create art is her way of expressing when there are no words to express.
- Uzo Njoku, known to her followers as ‘UzoArt’, is a contemporary African artist who focuses on putting black women on the forefront of art. She draws inspiration from the world around her through the lens of her culture. As a studio art major in college, she learned to create art, or ‘an experience’ based on her identity as Nigerian.
“As a brand, we are constantly striving to push the cultural conversation forward. When thinking of ways to celebrate the anniversary of LIBRE, we were ecstatic to partner with Mashonda, Amani, Melissa and Uzo to do just that,” explains Ali Ivanoff, Director of Social Media Strategy, YSL Beauté. “LIBRE is an important pillar for the brand, but moreover, it’s a representation of freedom. These four women openly and authentically share their individual messages of freedom and gender expression through their art. We hope that this empowers women from varying communities to see themselves through this collaboration, while highlighting the need for equality of women in the arts.”
The brand chose to work with Mashonda Tifrere because of her courage and mission to combat gender bias, empowering female artists and curators around the world. Mashona launched ArtLeadHER in 2016 on International Women’s Day, a platform to draw awareness to female artists in a male-dominated art world. She has always been mesmerized by the potential of how art is used to empower and inspire others, which made the synergy with LIBRE and messaging of individuality seamless. Mashonda sought out three powerful, successful artists to create works that demonstrate what freedom looks like to each of them. YSL Beauté has a long heritage of celebrating womanhood, femininity and self-expression. With this partnership, the brand is amplifying the voices of these artists during this crucial time in our current social climate.
LIBRE Eau de Parfum is the edgy and sexy reinvention of a floral scent. Grown between France and Morocco and conceived between Paris and New York, the scent houses notes of Orange Blossom, Lavender Essence and Musk Accord. Walking the line between the masculine and the feminine, Libre Eau de Parfum is the fragrance of freedom, and a statement for those who live by their own rules.
YSL Beauté will be showcasing these artists on their website and social platforms for a limited time, through TK. With each purchase of LIBRE Eau de Parfum, consumers will have the option to donate to these individuals through their website, as well as directed to the ArtLeadHER website for more ways to support the BIPOC artist community.