FACE FORWARD: Staz Lindes has been named a new makeup ambassador for Yves Saint Laurent Beauté. She is to appear in advertising for products such as Vernis à Lèvres, Touche Eclat, Tint in Balmin 2017 and the spring look for the L’Oréal-owned brand.
The 24-year-old is a rock guitarist, member of The Paranoyds girl band, photographer and model. She is the daughter of Dire Straits guitarist Hal Lindes.
“In today’s fast-paced, digital world, individuality, experimentation and a fearlessness tempered by self-awareness are what define truly iconic beauty,” YSL Beauté said in a statement.
It added that Lindes “encapsulates the very essence of 21st-century beauty” and is “a true representation of strong femininity today.”
Stephen Bezy, international general manager of Yves Saint Laurent Beauté, called Lindes “a brilliant artist, true to herself and a symbol of her generation.”
Plus she is no stranger to YSL, having modeled for the fashion brand last year.
“During my high school years, I’d copy the style of French actresses from the Sixties — the very actresses that [Monsieur] Saint Laurent had dressed. So I’ve always felt a natural affinity with the brand,” said Lindes, calling it “youthful, cool, edgy and luxurious.”
London-born, Los Angeles-based Lindes has 66,700 followers on her Instagram feed and about 1,900 fans on Twitter.
She recently appeared in editorial shoots for W magazine, American and Russian Vogue, and Harper’s Bazaar U.S., plus walked the runway for designers such as Jeremy Scott, Sonia Rykiel and Dior.
Other faces for Yves Saint Beauté include Zoë Kravitz, who began a social media campaign for the brand in the U.S. in May, and Edie Campbell.
Yves Saint Laurent sales are on a strong growth trajectory, particularly in the makeup segment. Through early November, the brand was notching up 40 percent gains in the category, according to Jean-Paul Agon, L’Oréal chairman and chief executive officer, during a recent conference call with financial analysts and journalists.