Yves Saint Laurent are preparing to launch a new men's perfume in September 2011 called Homme Libre (Free Man.) In the initial news released around this launch, the house has announced that French choreographer and dancer Benjamin Millepied will be the masculine icon for the scent. He was spotted in SoHo on Wednesday May 4th, 2011 dancing in front of a camera for the upcoming advertsing campaign.
Millepied has come to the fore recently thanks to his well-publicized participation in the award-winning movie Black Swan by Darren Aronofosky. He was the dance coach of leading actress Natalie Portman - the new face of Miss Dior Chérie - and became her fiancé later on. The couple are currently expecting a baby....
Renaud de Lesquen, the President of YSL Beauté said,
"The unique style of Benjamin, his creative freedom, the positive energy he exudes, his luminous charm, all won us over."
("Le style unique de Benjamin, sa liberté créative, l’énergie positive qu’il dégage, son charme lumineux nous ont conquis",)
Benjamin Millepied said that he was,
"proud and happy to have been selected by Yves-Saint-Laurent, one of the most prestigious brands in the world. I admire the universe of this house, its elegance and its modernity."
("heureux et fier d’avoir été choisi par Yves-Saint-Laurent, une des marques les plus prestigieuses au monde. J’admire l’univers de cette maison, son élégance et sa modernité".)
The 33 year old Frenchman heads a dance company called Dances Concertantes and is on the faculty of the Baryshnikov Arts Center in New York. He received the distinction of Chevalier de l'Ordre des Arts et des Lettres in 2010.
He will succeed other show-biz personalities who have been tapped by Yves Saint Laurent to become their spokespersons, all incidentally from the Hexagon. Olivier Martinez is the face of L'Homme while Vincent Cassel fronts La Nuit de L'Homme and Mélanie Thierry is the dancing odalisque for Belle d'Opium (see review.)