YSL full-frontal ads to appear in British magazines

LONDON - Yves Saint Laurent is to risk infuriating the British public by placing the controversial male full-frontal nude ads for the new men's fragrance M7 in the magazines The Face, i-D and Dazed & Confused.

A cropped version of the ad has already made its appearance in a UK outdoor campaign but the more controversial ad, in which the model's penis is clearly visible, will feature in the three style magazines.

However, YSL is unlikely to face the same controversy for the M7 ad as it did for the Sophie Dahl poster campaign for Opium, which showed the model naked, legs akimbo, in a widespread outdoor and magazine campaign. It attracted record complaints and was banned from posters by the Advertising Standards Authority.

The Face will carry the ad opposite its contents page in the December issue, which appears on newsstands on Friday.

The ad features the model Samuel de Cubber and was created by Tom Ford, the American designer behind YSL. In reports, Ford said: "Perfume is worn on the skin, so why hide the body? The M7 campaign is really pure... it's a very academic nude."

YSL Beaute refused to release a statement to Brand Republic, because, according to its press office, it has a company policy of not speaking to websites. The Media Planning Group handles European media for the company.

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