Yves Saint Laurent has chosen a 23-year old Moroccan model, Tilila OulHajj, as the face of their new beauty line “Pure Shots.” Before starting a full-time modeling career OulHajj worked as a debate teacher. Since then, she has landed coveted spots with the local labels Maison ARTC and Bougroug. She was also featured on the cover of Vogue Arabia. The High Atlas beauty is renowned for her trademark freckles and according to Arab News, OulHajj is the one to watch in 2020.
To capture the essence of the brand, YSL solicited the help of photographer Mous Lamrabat. Lamrabat is a Moroccan-Belgian fashion photographer. He emigrated to Belgium as a child and remained immersed in his cultural roots. Today, Lamrabat is known for his ability to blend Western and Moroccan contemporary aesthetics which lends to engaging viewers towards his sensibility of North AfricanHeritage. “The pieces and icons that I use are often regular objects that almost everybody knows or has an emotional connection with. When we combine more fashionable vibes with these objects, a new appreciation emerges.”
Morocco has served as an inspiration for photographers and creators for decades. The YSL Instagram page shared that “In 1966, Yves Saint Laurent fell madly in love with Marrakech and its colors. Ever since he used the city as a source of inspiration for his creation. In 2020, the journey continues, as daring as ever.”