YSL Beauty has placed its newest fragrance, MYSLF ABSOLU, in the hands of Shai Gilgeous-Alexander, the reigning NBA MVP and Finals MVP. A notable choice, Shai has become a symbol of how professional athletes now operate inside culture, shaping not only the game but the atmosphere around it.
Shai Gilgeous-Alexander for YSL MYSELF ABSOLU
The MYSFL ABSOLU campaign presents Shai stripped of ornament. He lifts the mirrored bottle with the same command that defines his play on court. The images lean on proportion: the gleam of steel glass against the cut of his arm, the YSL insignia pressed into the surface like a signature of permanence.
Shai’s words sharpen the picture. He recalls early trips with his mother to beauty counters, where the YSL name already carried the weight of luxury. Now folded into that story, he positions himself as both heir and author. “To be part of that legacy feels not only like an honor and a privilege, but true to who I am,” he says.
The fragrance itself builds on MYSLF’s structure, intensified into ABSOLU. Bright ginger and green cardamom open into orange blossom sourced from YSL’s gardens in Morocco. The formula signals radiance as much as depth, a technical approach that mirrors Shai’s duality as both scorer and playmaker.
