From popularizing the shaggy mullet-fade to donning the latest designer threads, Peso Pluma knows all about the influence of fashion and personal style. Now, the Mexican singer-songwriter is teaming up with other artists as a representative of YSL Beauty’s latest campaign for the MYSLF Le Parfum.
La Doble P announced the collaboration on Instagram today, sharing a self-portrait in a monochromatic fit, holding up the YSL fragrance. He writes in the caption, “To collaborate with @YSLBEAUTY for their new MYSLF project is a dream come true. #YSLBEAUTYPARTNER”.
The digital campaign “Born MYSLF, No Matter What” features portraits and video footage of five distinct male artists and models, including artists such as Peso Pluma, Lil Nas X, Shaboozey, Kid Laroi, and influencer Vinnie Hacker. According to YSL, the series celebrates “modern masculinity, while uniting the five distinct voices to explore and express what it means to each of them.”
In a comment to WWD.com, Peso Pluma states: “I believe that self-esteem means being yourself. “I feel the most powerful when I’m in my zone, which is being me.”
The campaign is headlined by the YSL global ambassador, Austin Butler. The MYSLF Le Parfum is described as having a woody floral scent, made for “a man born unapologetically himself.”
While Peso Pluma has only shared one shot from the campaign on his Instagram account, users on X are sharing the two Peso Pluma portraits online, one of which features a playful look where he’s licking his teeth.
Other users are eager to embrace the perfume, hoping in turn that they too can smell like him.