Archive for the ‘News & Headlines’ Category

Garrett’s ad campaign for Yves Saint Laurent doesn’t debut until this summer, but this week he’s in Paris for Fashion Week, representing YSL as the new face of their men’s fragrance, La Nuit de l`Homme.

Garrett and Kirsten arrived in Paris the other day and we try not to post too many paparazzi pics on here, but we really love the way his hair looks in these pics from the airport, so we’re making an exception. Credit goes to nikascott for the great edit I snagged from tumblr.


This morning, Garrett did some interviews.

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The Saint Laurent runway show is today at 8pm GMT. Just a few hours to go! Some sites of interest:

Nowfashion – Real time pictures and video from Paris Fashion Week – This link goes right to their YSL page - Live stream of the show – Paris Womenswear A/W 2013 Saint Laurent Paris

Keep an eye on – we’ll be updating throughout the day!

Paris Fashion Week
04 Mar, 2013

Here is the press release from Yves Saint Laurent, announcing Garrett’s involvement with the company. Again, congratulations, Garrett!! – Laura

GARRETT HEDLUND The New Yves Saint Laurent Beaute Ambassador for the iconic men’s fragrance La Nuit de L’Homme

By Yves Saint Laurent Beaute

PARIS, Jan.18, 2013 — /PRNewswire/ — Yves Saint Laurent Beaute is pleased to announce that GARRETT HEDLUND is the new Ambassador of the men’s fragrance LA NUIT DE L’HOMME. The first ad campaign featuring Garrett for La Nuit de L’Homme will appear in US magazines in June.

“Yves Saint Laurent expresses a unique style between elegance and freedom, sophistication and daring. The brand embodies the spirit of a very strong and virile man, who also assumes his great sensitivity. GARRETT HEDLUND expresses this duality to perfection. He has also taken on some real cinematic challenges which show a man with a strong personality fully assuming his choices and convictions” – Stephan Bezy, International General Manager of YVES SAINT LAURENT BEAUTE.

American actor GARRETT HEDLUND was born in Minnesota and was just eighteen when he won a role in the epic film Troy (2004) directed by Wolfgang Petersen. Playing opposite Brad Pitt, he portrayed Patroclus, Achilles’ impetuous cousin.

GARRETT HEDLUND’s subsequent selection of movie roles went on to reveal a profound personality, an artistic sensibility and a strong capacity to play a wide range of characters.

Following his debut in Troy, GARRETT HEDLUND went on to portraying the son of an abusive father in the sports drama Friday Night Lights (2004). He then played a more tragic figure in a role alongside Mark Wahlberg as one of the brothers set on revenge in John Singleton’s thriller Four Brothers (2005). Friend and rescuer of Eragon in the dragon fantasy of the same name followed in 2006. GARRETT HEDLUND then portrayed a gangster in the 2007 thriller Death Sentence opposite Kevin Bacon. In 2010, he starred in Disney’s mega-adventure Tron Legacy (2010) opposite Jeff Bridges which was directed by Joseph Kosinksi. His latest roles include Country Strong (2011) playing a rising young country star opposite Gwyneth Paltrow and Walter Salles’ On the Road which has garnered GARRETT HEDLUND positive critical reviews and made its debut at the Cannes Film Festival.

GARRETT HEDLUND’s next two films scheduled for release this year include the Coen brothers Inside Llewelyn Davis, recounting the folk music scene in New York in the 1960s and the independent feature film Lullaby co-starring Richard Jenkins and Amy Adams.

Today, GARRETT HEDLUND is renowned as one of Hollywood’s most promising new talents.

LA NUIT DE L’HOMME The men’s fragrance by Yves Saint Laurent Beaute

LA NUIT DE L’HOMME is a fragrance full of contrasts, spanning its fresh, explosive top note (Cardamom and Bergamot) and its extremely sensual, intoxicating, oriental base note (Coumarin and Vetiver). LA NUIT DE L’HOMME stirs the senses to dizzying heights. A contemporary fragrance created by Anne Flipo, Dominique Ropion and Pierre Wargnye.

SOURCE Yves Saint Laurent Beaute


Yves Saint Laurent Ad Campaign to Start in June
18 Jan, 2013



The American actor joins the company as the ambassador for La Nuit De L’homme.

Stephan Bezy, International General Manager of Yves Saint Laurent Beauté compliments Hedlund’s ability to portray the duality of strength and sensitivity while announcing the news.

“Yves Saint Laurent expresses a unique style between elegance and freedom, sophistication and daring. The brand embodies the spirit of a very strong and virile man, who also assumes his great sensitivity”.

“Garrett Hedlund expresses this duality to perfection. He has also taken on some real cinematic challenges which show a man with a strong personality fully assuming his choices and convictions”, Bezy adds.

The 28 year-old American actor takes over from Vincent Cassel as the ambassador of the fragrance. Hedlund was born in Minnesota and was discovered at 18, after which he landed a coveted role alongside Brad Pitt and Eric Bana in 2004’s Troy.

Hedlund then continued on to small screen success, with a recurring role in Friday Night Lights [Um ...]. The actor has also taken parts in Four Brothers, Tron Legacy, and Country Strong. The actor was most recently seen in 2012’s On The Road, alongside Kristen Stewart.

Garrett Hedlund’s next two films scheduled for release this year include Inside Llewelyn Davis, and the independent feature film Lullaby co-starring Richard Jenkins and Amy Adams.


YSL Announces Hedlund as Face of Men's Fragrance
16 Jan, 2013


From Yves Saint Laurent’s twitter, “The American actor GARRETT HEDLUND is the new Ambassador of the men’s fragrance LA NUIT DE L’HOMME”

Yves Saint Laurent Official Site

Source – @yslexperience

Garrett New Ambassador of Men's Fragrance LA NUIT DE L’HOMME
15 Jan, 2013

The intense experience of making On the Road, which took years of planning and included “boot camp” readings of Beat writings, couldn’t help but have a transforming effect on all involved. That’s certainly the case for Stewart, and also with co-star Garrett Hedlund, who joined her for an interview with the Star.

“To say that this movie opened me up in a way, sounds really obvious, but it f–king did!” says Stewart, who first read Kerouac’s classic at age 15.

“I’m not just saying this. The book has had such a major effect on who I wanted to be at age 15, which is a pretty important and formidable time.”

Adds Hedlund: “How do you express the fire in which (Kerouac) expressed it? That’s the obstacle and that’s really what you’re thinking about the whole time. But at the end of the day, I feel I’ve become a much stronger person. The thoughts that I had to think, the feelings I’ve felt . . . made me much stronger.”
Read the rest of this entry…

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My @yetdotcom article on how the On the Road promotion is a true international collaboration and effort.  I would recommend keeping an eye on the Portuguese Facebook page and Twitter account of  of the film as they seem to be working closely with Walter for those unique and unexpected updates. Maybe we’ll all develop some solid French and Portuguese language skills by the time the movie marketing is completed. Enjoy!

Knowledge of multiple languages (or having a handy language translator!) is going to be extremely useful to individuals keeping an eye on director Walter Salles’ adaption of Jack Kerouac’s On the Road.

As three more movie posters were unveiled today; one fascinating aspect of the film’s promotional efforts is that MK2, the French production company for On the Road has embraced an international, multi-lingual approach to marketing the film. It has set up Twitter accounts, Facebook sites and other websites (pending official launch) for the film in English, French, and Portuguese.

Each of the sites is clearly on the same page regarding the at-large marketing materials but each has its own nuances. For example, the Portuguese Twitter account for On the Road, @naestradafilme, was the first to unveil news the three posters would be released. Then, it was the turn of the film’s French Facebook site and about ten minutes later, the English version updated the promotional materials. The three posters appear to be part of a group of ten that will be dedicated to each of the main characters in the film.

However, I couldn’t fail to notice the Portuguese site seems to be working directly with Salles and based on its tweets, may also incorporate collaborations from some of the cast (like Garrett Hedlund). The On the Road cast also includes Sam Riley, Kristen Stewart, Viggo Mortensen, Tom Sturridge, Steve Buscemi, Terrence Howard, Danny Morgan among others.

Earlier this week, The Hollywood Reporter hinted that the film may be announced as part of the 65th Cannes Film Festival lineup on April 19. Given the players and their past history with this festival, it feels like a done deal.


For all things On the Road visit the film’s official sites:


English –

Portuguese –

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"On the Road" Posters Revealed in an International Marketing Campaign
Laura ReTweet
30 Mar, 2012