Rabanne has named Moses Sumney global brand ambassador for its new masculine fragrance, Rabanne Million Gold, Eau De Parfum Intense.
According to Rabanne owner Puig, its new fragrance and face will open a chapter “founded on a mutual desire to reject the rules of convention and inspire unshakeable self-confidence and audacious self-expression”.
An Instagram post from the official Rabanne account read: “A star who rejects the rules and lives life on his terms, Moses Sumney embodies the fearless essence of the Million Gold man.”
Sumney, an indie singer-songwriter who is renowned for his piercing falsetto, burst onto the music scene in 2014 with his EP Mid-City Island.
He has since worked with the likes of Bon Iver, Solange and Sufjan Stevens.
The California and Ghana-raised singer, whose new EP Sophcore launches this month, has also carved an acting career, appearing in HBO series The Idol and horror film MaXXXine.
A further artistic string to Sumney’s bow is the 2021 live music film Blackalachia, which the 32-year-old directed.
The campaign, shot by Mert Alas and Manu Cossu, sees Sumney dancing to the song ‘Pure/Honey’ by Beyoncé and making the ‘Rabanne snap’.
“Rabanne is such a legendary brand, one I’ve always thought was very cool,” said Sumney.
“The reflective images of the clothing from the 60s and 70s are forever burned into my brain.
“Rabanne has always played with a futurism that I try to channel within my own work.
“The ads in particular are so iconoclastic that it has long been a fever dream of mine to star in one.
“I’m honoured to represent this new fragrance and finally get to do something elevated and fun.”
The ad drops on 15 August, while Rabanne Million Gold, Eau De Parfum Intense comes in 50ml, 100ml and 200ml sizes, and rolls out across various markets throughout this month.
It offers florals, plus sandalwood and mandarin notes and is housed in the franchise’s gold ingot bottle.
The announcement follows Rabanne’s onboarding of Australian singer-songwriter and actor Troye Sivan as its first-ever global make-up brand ambassador.
Sumney joins a line-up of famous faces attached to Rabanne fragrances, including The Neon Demon actress Elle Fanning (brand ambassador for feminine fragrance Fame) and Stranger Things star Charlie Heaton, the face of men’s scent Phantom.
