The internationally renowned designer Yves Saint Laurent loved Marrakesh, its people, and its vibrant gardens, which is why the cosmetics branch of his name-brand company now looks there for ideas, raw materials, and chances to give back.
The first time French fashion icon Saint Laurent visited Morocco was in 1966 when he was 33 years old.
The city of Marrakesh became his getaway from his principal house in Paris, his home away from home, and a significant source of inspiration for his way of life and sense of style. It was a tale of love at first sight.
According to a Fashionista article highlighting the special relationship between YSL and the Red City, Saint Laurent found a lot of inspiration in Morocco’s natural surroundings, which is where his team currently finds inspiration for their cosmetics creations.
The company strives to apply sustainable agricultural techniques in Moroccan gardens, such as regenerative practices and upcycling; after raw materials are gathered, their residues are frequently employed as fertilizer.
But it’s not just an environmental initiative—it’s also a philanthropic one: According to the same source, YSL Beauty established a social program as part of what the company refers to as its “responsible supply model,” through which the garden is maintained by a cooperative of 32 local Amazigh women.
These women benefit from the program in terms of both educational and economic opportunities as well as a sense of autonomy. The cooperative’s revenue has reportedly increased over the past three years, according to YSL Beauty.
YSL Beauty collaborates with “Re: Wild,” an NGO founded by scientists and actor Leonardo DiCaprio to safeguard biodiversity through rewilding, in addition to building its own community gardens and local cooperatives to nurture them.
Instead of merely emphasizing conservation, it identifies regions affected by climate change, seeks to restore ecosystems, and establishes protected areas while collaborating with communities to uphold cultural traditions and ensure the success of these initiatives.
Desertification, in particular, is the main issue in the Ourika Valley. One project the company has worked on in the area is the YSL Beauty Ourika Community Gardens, but it has also worked to plant trees and repair barren soil throughout the area.
More than 125,000 trees have been planted by YSL Beauty since it started these initiatives in 2017 to help fight climate change, deforestation, and natural catastrophes.
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