Emily Blunt becomes face of YSL’s Opium

Emily Blunt has become the face and ambassadress for Yves Saint Laurent’s Opium fragrance. The Devil Wears Prada actress is “really excited” to star in the new TV and print campaigns for the “evocative” scent – which was created by perfumer Jean-Louis Sieuzac in 1977 and presented in a novel container by bottle designer Pierre Dinand – and is set to air in October.

She said: “I am very honoured to have been chosen to be the face of Opium by Yves Saint Laurent. I have huge admiration for the House of Yves Saint Laurent and feel that this House has always truly understood the expression of elegance – its mystique and its indescribable power.

“It is a really exciting experience to embody this legendary fragrance, which has stood the test of time without its allure ever being diminished. Being a part of this new campaign and being able to tell the story of this very evocative fragrance is a real thrill.”

Renaud de Lesquen, president of YSL & Designer Brands, explained the new campaign will portray “a fiery, almost reckless woman with magnetic seduction, that nobody or nothing can resist”.

He added: “Opium embraces the whole history and values of our house.”