YSL Beauty names a new cast of local US ambassadors who make up their own rules: Lila Moss. Amelia Gray. Laura Harrier. Real beauties in real life. In a moment when it’s easier to blend in, each one shows up boldly as themselves. A new campaign captures each woman in her stride, exploring the different dimensions of femininity, identity and self expression. The city is their runway, each look capturing a different facet of who they are, with makeup a catalyst for identity. Shot by renowned New York City-based photographer and director Renell Medrano, this dynamic campaign celebrates those who ignore the noise and move to their own rhythm
When the world is watching, give them something to look at
Three makeup looks take the spotlight, delivering supernatural skin, flushed cheeks, daring lashes and glossy lips. New makeup icons including Lash Latex mascara, YSL Nude Hours Couture Eye Clutch, Make Me Blush Powder shades in Fuchsia Fizz (Shade 66), Honey Moon (Shade 12) and Stardust Love (Shade 10), and the new YSL Lovenude Lip Liner make their debut, alongside makeup icons like Candy Glaze, Lash Clash mascara, All Hours Bronzer & Touche Éclat Awakening Concealer Click Pen.
About the local ambassadors
Lila Moss: Stepping into her own light, Lila Moss returns for her third YSL Beauty campaign. Effortlessly cool. Poised under the flashing lights. Quiet because she doesn’t need to fill silence. Lila’s calm and steady presence reflects the confidence she has earned. Yes, she’s giving main character. The ultimate. And that’s just the beginning.
“There’s something really empowering about growing with a brand like YSL Beauty. It feels personal to me. Makeup has always been less about transformation and more about intention – how you want to show up in the world that day. For me, it’s about subtle strength, individuality, and owning your space without having to be loud. The most beautiful thing you can be is completely yourself.” – Lila Moss
Amelia Gray: A masterclass in transformation. Amelia Gray is a chameleon. Fearless in her aesthetic and unapologetic under society’s gaze. As a model and actress, she does not merely inhabit a look, she commands it. The local ambassador ignites her first YSL Beauty campaign with authenticity and magnetism. Amelia goes all in. And we cannot look away.
“I love the way YSL makeup can amplify the way you feel and present yourself to the world. I’m someone who is comfortable with change and seeks to create it, so even when I’m working and creating a character, I always want to bring a sense of strength and self to the moment.” – Amelia Gray
Laura Harrier: A seamless choreography of talent, attitude and beauty. A couture inspiration. Laura Harrier brings effortless edge from runway to everyday as a new local ambassador. Be it acting in Academy Award-nominated films or fronting campaigns, Laura does not merely play a role, she elevates every frame. With each gaze, step, and movement, we are captivated. Laura redefines the standard of attention.
“When I do my own makeup, I love looking glowy and alive and highlighted—I never want to look like I’m wearing a lot. I’ve always loved YSL for the way it makes my skin look and the neutral colors that emphasize my facial structure.” – Laura Harrier
About the director – Renell Medrano
Icon status stretches behind the camera, with Renell Medrano capturing the three local ambassadors in rare light. Renell Medrano is a Dominican-American photographer and director from The Bronx, New York, whose work focuses on finding vulnerability in her subjects, drawing inspiration from New York City and her motherland of the Dominican Republic. She graduated from Parsons School of Design | The New School with a degree in Photography. In 2015, she was awarded “New York Times Lens Blog Award” for her photography series ‘Untitled Youth’, which explored 4 teenage girls living in the Bronx going through adolescence. Her commercial fashion photography has been published in dozens of publications such as Vogue, Elle, Harper’s Bazaar, GQ, CR Men, and W. She has shot campaigns for various luxury brands as well as photographing the cover image of Kendrick Lamar’s album, Mr. Morale & The Big Steppers and most recently album artwork for Justin Bieber’s ‘SWAG’.
“For this campaign, I wanted to show the YSL Beauty local ambassadors in a real, instinctive & effortlessly elegant way. A blend of documentary sensitivity and couture precision, where luxury lives in the details. The streets, the city, they become the backdrop of their daily lives, revealing who they truly are. light, reflections, and movement give shape to their presence. It’s about capturing truth at its most elevated.” – Renell Medrano
Source: YSL Beauty
