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Y? Why indeed? I'm sure I'm not the first, neither will I be the last to incorporate the name into a withering put down. Really though YSL...Y? I didn't like the opening, weak, uninspiring kinda fresh nonsense, nothing offensive just yawnful. Then to be honest when it settled down was a very nice mixture reminiscent of 90's aquatics or more modern references like Versace pour homme. My missus liked it she compared it to Moschino fresh which is fair but I think Y is bit more nuanced. The point is ...did we need another one of these? I think not, but hey they'll always be popular and that's not going to change anytime soon. What really gets me is the marketing campaign, the bottle design, the obvious attempt to make something new and fresh (in an ideas sense not literally) but failing to do so on the most basic of levels. It's very cynical of the marketing material to say that Y is aimed at millenials, With a view to offering something different. Come on. Let's have a reverse shall we? A super honest campaign for a new generation. Look we've rehashed this old tut, just like music and fashion and politics and come to think of it, EVERYTHING which regenerates like Dr Who in decade (and a bit) long cycles ready in time to be neatly repackaged and sold to your kids! Essentially the same thing but jazzed up a bit and we'll convince you is Tailor made for your consumption. Y is okay. It's me that's becoming jaded.
