Yves Saint-Laurent Beauté has made Lil Nas X their U.S. brand ambassador in an effort to break down gender stereotypes in beauty. 

Yves Saint-Laurent Beauté has made Lil Nas X their U.S. brand ambassador in an effort to break down gender stereotypes in beauty. The French beauty and fashion brand just released the first video clip of the promising collab, which features the 23-year-old rapper putting on the iconic YSL “The Bold” lipstick and Lash Clash mascara, followed by a group of men in leathered crop-tops while dancing to the sound of—you guessed it—Lil Nas X’s own soundtrack. Although Lil Nas X is not one of young Europeans’ top 15 favorite artists, he is still a real cultural phenomenon who excels at going viral (we all remember the controversy over his “Satan Shoes” and his Marvel-inspired album trailer) and smashing gender norms. YPulse’s Gender Blur trend research found that 75% of 13-39-year-olds in the U.S. say it’s okay for girls to be masculine and guys to be feminine, and Gen Z, TikTok, and young celebrities with “a more expansive sense of masculinity” have been championing the blurring of gender lines. Meanwhile, a recent report from Bigeye found that young people not only prefer genderless fashion, they’re demanding it, and brands are increasingly leaning into gender-fluid fashion and marketing. (Brand Innovators)