YSL MYSLF

Experiential Design
Art Direction
Graphic Design
Visual Merchandising

The New York EDITION, New York City

2023

A collaboration with YSL Beauté and MATTE Projects in New York City.

MATTE collaborated with YSL Beauté for the brand’s first fragrance launch in over five years—MYSLF. With renowned actor Austin Butler as the brand’s Global Ambassador, MYSLF is positioned as a fragrance that intricately explores the manifold aspects of masculinity, acting as a symbolic bridge between traditional gender norms. Under the central theme "This Is MYSLF," the fragrance serves as a celebratory expression of self-ownership. The grand debut at The New York EDITION unfolded as a vibrant soirée, featuring captivating product displays and culminating in a performance by rapper Lil Yachty.