The block party that had every cool girl craving and invite.
YSL Beauty brought its Block Party series to London for a September 3 takeover of Rough Trade East, drawing some of the UK’s most in-demand talent, creatives and tastemakers. The evening saw actor Alisha Boe, YSL Beauty’s new Global Ambassador and face of Black Opium, alongside British singer Lola Young, come together to celebrate fragrance, music and the energy of London’s cultural scene. Guests included Romeo and Cruz Beckham, Skepta, Lila Moss, Lennon and Gene Gallagher, and Rocco Richie.
The London iteration followed the Block Party series, which began in Madrid before travelling across the globe. For its latest stop, YSL Beauty brought Black Opium Pink Glaze to a venue rooted in vinyl, live performance and the creative character of Brick Lane. For one night only, the brand infiltrated the space, amplifying its authentic energy, rather than transforming it.
Black Opium Pink Glaze Took Over Rough Trade East
The Block Party took over Rough Trade East, transforming the iconic record store and live venue into an immersive expression of Black Opium Pink Glaze, the latest launch from the acclaimed ‘fragrance of the night’ franchise. The experience fused YSL Beauty’s deep-rooted connection with music with the sweet, coffee-inspired identity of Black Opium Pink Glaze, drawing artists and culture shapers from across London’s creative scene.
Rather than opting for a conventional event setting, YSL Beauty embraced the distinctive character of Rough Trade East, incorporating its crates of vinyl, gig posters and iconic sound system into the experience. The brand’s visual codes were layered throughout the space, creating a setting that felt authentically YSL Beauty while remaining true to the venue’s music-led identity.
Blending YSL Beauty’s deep-rooted connection to music with the raw pulse of London’s nightlife, the evening was amplified by an exclusive live performance from South London powerhouse Lola Young. As an artist with deep ties to the city, Young brought a distinctly local perspective and energy to the London edition.
As the Block Party series continues to build momentum across cities, its cultural pull was evident in London, with the city’s culture shapers and talent drawn to the celebration; among them Romeo and Cruz Beckham, Skepta, Lila Moss, Lennon and Gene Gallagher and Rocco Ritchie.
Coffee Notes and Late Night Details
The event used the scent profile and nightlife positioning of Black Opium Pink Glaze to shape the wider experience. Guests encountered a custom pink pool table, late-night fish and chip, an espresso-charged cocktail station inspired by the fragrance’s signature coffee notes and an on-site fragrance refill fountain.
Together, the record-store environment, live performance, food and coffee-led drinks created a multi-sensory setting for Black Opium Pink Glaze. Rather than relying on a traditional product display, YSL Beauty built the fragrance into the music, scent, taste and atmosphere of the evening, showcasing how the Block Party is evolving beyond a branded event into a cultural phenomenon.
The Block Party Series Continued
What began in Madrid has continued to gather momentum across international markets. Following YSL Beauty’s London takeover, the series will continue in New York, further establishing the Block Party as a global platform that takes on the energy and identity of each city it visits.
