YSL Beauté has always been more than just a brand. As a designer, M. Saint Laurent actively participated in the transformation of an era. Today, the brand continues to embody that same desire for disruption. Instead of solely focusing on creating innovative products, YSL Beauté also champions cultural change-makers who defy conventions and propel the world forward, without any apologies.
In 2020, YSL Beauté introduced Push The Boundaries, a program that pays homage to those individuals who dare to challenge societal norms, push boundaries, and lead transformative change. This ambitious project commenced with the release of impactful documentaries, which showcased the fierce creative energy and relentless ambition of these change-makers, who aspire to surpass the limitations imposed by society.
YSL Beauté wholeheartedly supports artistic excellence and the transmission of knowledge to future generations. Push The Boundaries is not merely a documentary series; it is a comprehensive program and media platform that amplifies the voices of those who strive to dismantle social and cultural stereotypes, carving out a path that redefines our world. It blends three artistic passions—dance, DJ-ing and music production, and gaming—to foster the expression of each artist involved. This fusion of talents provokes a broader societal and cultural disruption, leaving an indelible mark on the future while inspiring others to make their voices heard through their unique gifts.
YSL Beauté recognizes that art is never stagnant; it must constantly adapt and evolve to shatter norms and drive change. This year, the brand introduces a groundbreaking initiative called the Push The Boundaries Mentoring Program & Prize, which represents the next wave of transformative change.
Working in support of the most inspirational talent from creative territories such as dance, music production, and gaming, YSL Beauté has embarked on the creation of a global mentorship program. This program aims to assist artists in pursuing their radical dreams by providing them with creative advice and beauty lessons.
In its commitment to fostering change, YSL Beauté now supports change-makers who share a similar mindset and possess an audacious hunger for a new future. The brand aims to push the boundaries to the next level and believes that everyone has the power to create change.
As celebrated cultural disruptors, each mentor selected by YSL Beauté has been meticulously chosen from various parts of the world. These mentors will guide the chosen “talent” by offering invaluable experience and expertise, aiding them in the completion of their projects and ultimately competing for the prestigious Push The Boundaries Prize.
Each mentor will be readily available to provide continuous advice, along with beauty tips to showcase the artists’ work. This mentorship program offers participants an exceptional opportunity to amplify their passion and gain access to education and support that cannot be found elsewhere.
Chloé Caillet, having been introduced to the enchanting world of music through a live drumming circle in Central Park, New York by her father, discovered her profound love for expressing herself through this art form. She developed a strong inclination towards an improvisational style, considering it as her preferred method of musical expression. Despite being self-taught, her unwavering determination propelled her to push the boundaries of her craft in an industry predominantly dominated by men. Not only is she a talented DJ, producer, and multi-instrumentalist, but she also advocates passionately for mental health support among fellow DJs who constantly traverse the globe.
Emerging as a rising star on the global nightlife scene, Chloé Caillet has established herself as an iconic figure. Her versatility is as diverse as her musical taste, demonstrated by her residency at DC-10 and her performances at renowned clubs, grand stages, festivals, and intimate underground club nights. She continues to resonate as the pulsating heartbeat of the fashion world. Recognized as a Breakthrough Artist by MixMag and an Artist to Watch by DJ Mag, Caillet is poised for an exceptional year in 2023.
One of the highly anticipated highlights of her career is the forthcoming release of her EP with CircoLoco Records, a groundbreaking collaboration between CircoLoco and Rockstar Games. Scheduled for release in the week following her second appearance at Coachella, this EP has generated immense anticipation within the industry.
Jaxon Willard, originally from Utah, America, had his first encounter with the world of dance when his sister invited him to an after-school ballroom class. From that moment, he became captivated by the art form. Growing up in a place where he was considered a minority and being one of the few boys who pursued dance presented its challenges. However, it was precisely through overcoming these obstacles that he discovered a newfound self-confidence and the ability to express himself through the medium of movement.
Traveling the world and engaging in dance has significantly broadened Jaxon’s perspective. He finds great joy in teaching choreography, aiming to inspire and empower the younger generation with the transformative power of movement.
In 2018, Jaxon’s talent brought him to the spotlight when he appeared on NBC’s World of Dance. He currently holds the title of National Top Senior Male Dancer for Radix Conventions, a testament to his exceptional skills and dedication. This year, he pushed his personal boundaries even further by showcasing his talent as a backing dancer for Rihanna at the Super Bowl, solidifying his place in the industry.
At just 23 years old, HoneyPuu has already established herself as one of the prominent female gaming creators in Germany. Her journey began as a teenager when she immersed herself in playing League of Legends, and she has been actively live-streaming for over five years. HoneyPuu has gained recognition for her gaming achievements in popular titles like Valorant and Minecraft. In addition, she collaborates with beauty and fashion brands, allowing her to combine her passions while traveling the world.
What sets HoneyPuu apart is not only her gaming prowess but also her genuine and transparent nature, along with her unique sense of humor. Her community adores her for these qualities. As a woman in the gaming industry, she constantly pushes boundaries and advocates for female empowerment. She openly discusses these important topics and provides guidance to her young audience.
In the Push The Boundaries program, six exceptionally talented artists have been carefully selected based on their vision and passion for dance, gaming, music production, and DJ-ing. Their shared commitment lies in driving positive change within their respective communities and society as a whole. The program will feature three mentors who will coach these inspirational talents hailing from different parts of the world. Each mentor will generously share their invaluable knowledge and experience, supporting the development of the talents’ individual projects and allowing them to express their unique perspectives.
Every week, a new video will be released, aligning with the different stages of the program. The journey kicks off with a captivating teaser movie, followed by a “meet the mentors” video, introducing the audience to Jaxon, HoneyPuu, and Chloé. Subsequently, a “meet the talent” video will be released, featuring each artist representing the three disciplines.
Viewers will have the opportunity to witness the exclusive coaching sessions between the talented artists and their respective mentors. These sessions are crucial for the development of their change-making projects, providing invaluable guidance and support.
Upon the program’s culmination, a winner will be chosen. The selection process will be primarily based on public voting, accounting for 80% of the decision. The remaining 20% will be determined by three external experts specializing in gaming, music production & DJing, and dancing, respectively.
Once the winner is determined, YSL Beauté will extend financial support to their project, allowing them to bring their transformative vision to life.
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