yves saint laurent perfume ad 2016 | ysl myself advert actor

Yves Saint Laurent, a name synonymous with haute couture, revolutionary design, and intoxicating fragrances, has always understood the power of a compelling advertisement. In 2016, the fashion house unveiled a new campaign for its legendary perfume, Opium, a fragrance that has captivated and courted controversy since its debut in 1977. This iteration, fronted by the enigmatic Australian model Abbey Lee Kershaw, aimed to reintroduce Opium to a contemporary audience while retaining the scent's inherent mystique and opulent character. The ad campaign was a masterclass in visual storytelling, blending the exotic allure of the East with a modern sensibility, leaving an indelible mark on the landscape of perfume advertising.

This article delves into the intricacies of the Yves Saint Laurent Opium 2016 advertisement, exploring its visual language, the selection of Abbey Lee Kershaw as the face of the fragrance, the historical context of Opium and its associated controversies, and the broader impact of the campaign on the perception of the brand and the perfume itself. We will also examine related areas such as other Yves Saint Laurent advertisements, including those for 'YSL Myself' (both the perfume and aftershave) and 'YSL Libre', considering the evolution of the brand's advertising strategies and the diverse range of models and actors who have represented Yves Saint Laurent over the years.

The Opium Legacy: A History of Intrigue and Allure

Before dissecting the 2016 campaign, it's crucial to understand the legacy of Opium itself. Launched in 1977, Opium was a bold and audacious fragrance from the start. Its rich, spicy oriental composition, featuring notes of myrrh, opoponax, patchouli, and jasmine, was a stark departure from the lighter, floral scents that dominated the market at the time. The name itself, "Opium," was deliberately provocative, instantly conjuring images of exotic lands, illicit pleasures, and forbidden desires.

The fragrance's launch was accompanied by a lavish and controversial marketing campaign, further solidifying its image as a scent for the daring and unconventional. The original ads, often featuring models in suggestive poses and opulent settings, were criticized for their perceived glorification of drug use and cultural insensitivity. Despite the controversy, or perhaps because of it, Opium became an instant success, a symbol of rebellion and sophistication that resonated with a generation seeking to break free from societal norms.

Over the years, Opium has been reformulated and repackaged, but its core essence – a heady blend of spice, warmth, and sensuality – has remained largely unchanged. The 2016 campaign aimed to recapture the original spirit of Opium while adapting it to the tastes and sensibilities of a new generation.

Abbey Lee Kershaw: The Embodiment of Modern Opium

The choice of Abbey Lee Kershaw as the face of the 2016 Opium campaign was a strategic one. Kershaw, an Australian model known for her ethereal beauty, edgy personality, and unconventional style, perfectly embodied the modern interpretation of the Opium woman. She possessed a captivating combination of vulnerability and strength, innocence and sensuality, making her an ideal ambassador for a fragrance that sought to be both timeless and contemporary.

Kershaw's unique look, characterized by her striking blue eyes, porcelain skin, and androgynous features, set her apart from the typical perfume model. She brought a sense of authenticity and individuality to the campaign, challenging traditional notions of beauty and femininity. Her presence in the advertisement resonated with a younger audience who valued individuality and self-expression.

Visual Language and Symbolism: Crafting a Narrative of Desire

The 2016 Opium advertisement was a visual feast, a carefully constructed narrative of desire and seduction. The campaign, shot by photographer Craig McDean, featured Kershaw in a series of evocative images that captured the essence of the fragrance.

The setting was often opulent and mysterious, hinting at exotic locales and hidden pleasures. The lighting was dramatic, casting shadows and highlighting Kershaw's features, creating an atmosphere of intrigue and allure. The color palette was rich and warm, dominated by shades of gold, red, and black, reflecting the opulent and sensual nature of the fragrance.

The styling was equally important in conveying the message of the campaign. Kershaw was often adorned in luxurious fabrics and intricate jewelry, further emphasizing the fragrance's association with wealth and sophistication. Her poses were suggestive but never overtly sexual, leaving room for the viewer to imagine their own interpretation of the Opium woman.

One of the most striking images from the campaign featured Kershaw draped in a flowing red gown, her eyes closed in a state of blissful surrender. The image conveyed a sense of pure indulgence and pleasure, encapsulating the essence of the Opium experience. Other images featured Kershaw in more intimate settings, hinting at a hidden world of secrets and desires.

The overall effect of the campaign was to create a sense of mystery and intrigue, inviting the viewer to step into the world of Opium and experience its intoxicating allure. The advertisement was not simply selling a fragrance; it was selling a lifestyle, a state of mind, a journey into the realm of forbidden pleasures.

Beyond Opium: Exploring the Yves Saint Laurent Advertising Universe

The 2016 Opium campaign is just one example of Yves Saint Laurent's long and illustrious history of creating compelling and impactful advertisements. The brand has consistently pushed boundaries and challenged conventions, using innovative visuals and unconventional models to convey its unique brand identity.