INSIDE THE LONDON EDITION OF YSL BEAUTY’S BLACK OPIUM BLOCK PARTY
words by BEX WHITLEY
It’s been a strong summer for YSL Beauty, with their Block Party event series travelling from Madrid to Mexico, Kuala Lumpur to Rio and beyond. Last night, it was London’s turn. The immersive experience took over Rough Trade East, celebrating a new chapter for Black Opium through the launch of their new strawberry-infused scent Pink Glaze and the arrival of YSL Beauty's newest Global Ambassador and face of Black Opium, actor Alisha Boe.
all images courtesy of YSL Beauty
Black Opium’s identity has always been built around the sexy, glamorous, and somewhat mysterious moments that happen after dark. Positioned by the brand as “the fragrance of the night”, the women embodying it have each brought their own interpretation. From British model Edie Campbell, who launched the fragrance in 2014 with a more rock ‘n’ roll edge, to Zoë Kravitz’s effortless cool in the years that followed, Alisha carries the same confidence with a more playful, relatable energy. Known for her roles in 13 Reasons Why and The Buccaneers, the Somali-Norwegian actor represents the next generation of Black Opium woman: experimental yet approachable, someone who doesn’t take themselves too seriously.
That energy was reflected throughout the evening, echoing the mood of Boe’s first campaign for the house, created with multidisciplinary director C Prinz. Whilst the settings differ, the sound, energy and buzz of the city provide an underlying thread, with less emphasis on where the evening begins and more on where it takes you. Given this, it’s no surprise that the likes of Skepta and Romeo Beckham joined the brand for the evening.
“We reimagined BLACK OPIUM with a new, fruity indulgence, enhancing its iconic signature. A gourmand strawberry placed over a coffee floral, shaped by a sensual duo of jasmines and the preciousness of vanilla, wrapped in a vibrant base of amber woods, creates a fresh new kind of sexiness.”
Music has been integral to each of YSL Beauty’s experiences, and a highlight of the evening was a performance by London-born singer Lola Young. Her gritty, raw sound and often raunchy lyrics embodied exactly what it is that London has to offer. DJ and producer Chloe Caillet turned the vibe up a notch, resulting in a dance floor that never emptied. Visually, YSL Beauty’s established codes, including slick black finishes and the inclusion of their signature pink, were reworked through a distinctly London lens. Printed YSL Beauty Vinyls, hot pink beer taps, and flashing pink strobe lights felt at home amidst vinyls from some of the world’s most loved artists, in a venue with a longstanding connection to the capital’s music scene.
Yet it’s the role that the London edition plays within the Block Party Series that really stands out. Rather than recreating an identical YSL Beauty universe from one city to the next, each edition has taken cues from the surrounding culture. In Kuala Lumpur, a traditional kopitiam became the backdrop, while in Rio, the party opened with a Brazilian bloco before spilling onto Rua do Senado.
It’s a distinction that matters as we see brands increasingly growing their experiential presence. By inviting the creative leaders from each city to pave the way, YSL Beauty not only shows that they’re tapped into the city, but they also become the backdrop for the conversations, performances, and connections that take place within it. The approach represents the individuals wearing the scent, as well as the direction the brand is headed. Where signature scent once ruled, younger consumers are increasingly favouring the “fragrance wardrobe”, experimenting with multiple scents to reflect a growing desire for individuality and self-expression.
Of course, like any good party, last night’s takeover will disappear by the morning. It’s a fitting approach for YSL Beauty, particularly for a fragrance launch. Notoriously hard to describe without experiencing it yourself, and known to smell different for every wearer, fragrance is inherently personal. Creating a world around not just the scent, but the moment, gives Black Opium a life beyond the bottle. It’s the kind of party that spills onto the street, followed by claims that “you had to be there”.