BEHIND THE FACE: Y MAN
Adam Levine, Maroon 5 front man and fearless rock star, takes the reins as the face of YSL’s exciting new fragrance offering. He tells us why
What does it mean to share a global platform with YSL in your new role as Y international ambassador?
I’ve been a fan of YSL forever, so the opportunity to be a part of a brand that I have respected and enjoyed for so long means a lot to me. As soon as I got the call, it was an instant “Yes”.
What do you think about Y, and why do you think the two of you are a natural fit?
Y has a true elegance, yet there’s strength. That duality is relatable for a lot of guys. You want to be classy, but you don’t want to lose your edge either. Even though I love high-end fashion, at the same time, I think my style is a little more simple and straight forward — not so flashy or crazy. I’m a jeans-andT-shirt kind of guy. As a classic fragrance, Y adds that last touch of refinement to any look.
What is so refreshing about Y and the values in this campaign?
Y stands out without explicitly trying to do so. I love that. It’s quietly tough. Those values define the campaign. That’s a message I’m happy to promote and share. It’s also iconic. One letter, “Y”, conveys this whole philosophy and mind-set.
What are your favourite notes within the fragrance; how does it evolve through the day?
Right away, it’s powerful. You get that intensity on the top notes. Throughout the day, the middle notes have the same strength and full body. At the end of the day, you can still smell the best part. It lasts until you’re ready for bed.
You’ve always been a fan of the Saint Laurent look; what’s it like now to delve more into the beauty/grooming side of things, have you picked up any good grooming tips?
It’s something that I’ve always wanted to delve into more. As far as good grooming tips go, do what works for you!
To someone who hasn’t worn or experienced Y as a fragrance, how would you describe it?
It’s strong, but it’s also subtle. The ingredients are just right. It also lasts. That’s crucial when you’re on stage for two hours. It does everything classic cologne should do.
Adam’s Fragrance Tip: “At first smell, I was impressed.
The scent wasn’t overbearing, but it was still intense. I’m a proponent of the patented “Spray and Step” method. I spray, step, that’s it. You just need a little bit to make a real impression. Don’t douse it on. Just spray and step. Spray and step…”
Music is … everything to me. It’s on my mind 24/7. It’s what I live for. The values are freedom in its purest form. It’s expression. It’s love. It’s everything.