Rock star Lenny Kravitz has joined his daughter Zoe as a YSL fragrance ambassador – front the new campaign for the brand’s Y fragrance.

YSL Beauté has announced a new face: American pop and rock star Lenny Kravitz. His daughter Zoë is already known to be the brand ambassador and face of the Black Opium perfume line, and now Lenny will adorn the campaign for the masculine fragrance Y Eau de Parfum.

Y, developed by Master Perfumer Dominique Ropion, is made to represent the iconic Yves Saint Laurent white T-shirt and black jacket.

Lenny Kravitz, 56, whose personal style obviously fits the image of the Yves Saint Laurent brand, said, “I’ve always been a fan of Yves Saint Laurent. Of his work, his aesthetic, his lifestyle, his boldness. He was super eclectic and drew from so many places. I also happened to already wear a lot of Saint Laurent. Always have. This was not something I had to fit into or think about. It’s been part of my lifestyle for so many years. It’s a very organic collaboration.”

The man Yves Saint Laurent Beauty wants to present is conceived as a dreamer who is not afraid of risk; who experiments and who is a creative without ever stopping to ask “WHY NOT?”

Stephan Bezy, international general manager of YSL Beauté at L’Oréal, said of Kravitz: “This is really part of the DNA of Y. ‘Why?’ is the question you always wonder [about]. What drives you? What is your goal in life?” (WWD)

The new campaign is photographed by David Sims, and the film commercial is shot by Anton Corbijn. The music for the commercial is the 1993 Lenny Kravitz hit “Are You Gonna Go My Way.”