INFORMATION

To re-launch YSL Beauté in Sweden, we moved beyond traditional introductions by crafting an experience defined by atmosphere rather than explanation. In a market where luxury often leans minimalist and functional, YSL offered a bold contrast — celebrating indulgence, identity, and self-expression.

YSL Club was a one-night wearhouse event designed as a cultural launchpad, seeding the brand in the minds of early adopters and tastemakers. Inspired by Hedi Slimane’s era at YSL — where androgyny and rock 'n' roll decadence reshaped fashion — the experience fused beauty, music, and fashion into a lived expression of the brand’s values.

Rather than tell people what YSL Beauté stands for, we invited them to feel it.

ByBabba 2019