He’s the face of Yves Saint Laurent’s new fragrance and British Vogue loves his music. Loyle Carner is the newest obsession of the fashion industry, and we totally get why! He’s handsome, talented and he has an interesting story to tell. Just a few days ago, British Vogue released a video to tease its much anticipated December issue. That issue will be Edward Enninful’s first as Editor-in-chief of the major fashion magazine. For the iconic video, the magazine used Loyle Carner’s song “The Isle Of Arran”.

The Fashion Industry Is Obsessed with This British Hip Hop ArtistThe face of Y by YSL

Loyle Carner is the face of YSL’s new perfume called “Y”. To celebrate that, YSL invited us to have dinner and go to his show in Brussels afterward. What we saw there, blew our minds, body, and soul. The stage setting of the show looked like a cozy living room interior, with an old couch, tv, and lamp.

His sound has been described as “sensitive and eloquent” and as “confessional hip-hop”. And that is exactly what we got that night at the AB in Brussels.

As a kid, Loyle Carner and his father -who was an artist himself- would talk about how they’d tour the world with their music, together. Sadly, his father passed away. To honor him, he has one of his late father’s football shirts with him on stage, everywhere he goes. Which is such a beautiful thing!

‘Everyone says I’m fucking sad / Course I’m fucking sad / I miss my fucking dad’ 

As the face of YSL’s new perfume, he represents his own strong personality. Yves Saint Laurent believes everything starts with a why; it’s what makes everything possible. In rapper Loyle Carner’s case, he chose to create new paths instead of following old ones.

Listen to a few of our favorite songs of the British hip-hop artist below and get ready to be hearing more from him in the future!

 

 

Photo credit: Yves Saint Laurent