Keanu for YSL

Keanu Reeves Is The New Face For Saint Laurent Men’s Range and fans are delighted to see him back on the scene. Clearly, Keanu is among the calibre of celebrities feted for their approachable, laid back style. Keanu has been spotted in public by fans while grabbing a coffee in a local café, just on his own, with no bodyguards or entourage, or catching the train just like everyone else and the public is LOVING IT.

What Keanu, in his subtle way represents, is the "everyman" approach to living and choosing to be amongst the public without separating himself via fortune, fame and luxury like most stars. Is it because he's Canadian, or because he's a Virgo (born September 2nd, 1964), or because he's highly evolved? Whatever it is, it's still working even now he's 54 and evidently, smouldering more than EVER.

Enter the new YSL creative director, Anthony Vaccarello, right on cue.

With moody, masculine and atmospheric shots of Keanu in the latest YSL range as captured by photographer David Sims, we at Goldrush believe that Yves himself would be thrilled with this tableau.

Yves would, we are certain, also be happy to learn that the new face of the YSL brand is obviously not arrogant nor snobbish. Keanu is cherished as among the Internet’s most beloved celebrities with his low key characteristics, hypnotic yet modest gaze and behind-the-scenes generousity endearing him to millions of fans around the globe.

It is known that Reeves not only gives a lot to charity, he also helps people around him – he actually chose to contribute money from his own salary to the Matrix’s special effects team in order to save their jobs during a filming crisis at the time.

Keanu became a favourite amongst instagram fans (#keanudoingthings) after he was noticed by onlookers while out and about doing the most down to earth things happily enough on his own, for example, feeding the fish at the local botanical gardens.

Nice one Keanu! He's also known for chatting with homeless people and is a generous benefactor to several charity organisations. There are also reports indicating Reeves has established a private organisation towards children's hospitals and cancer research. However in typical down to earth Keanu-style, he told CNN, “I don’t like to attach my name to it. I just let the foundation do what it does.”

If you're keen to know what makes Keanu tick, however, here's a selection of Keanu-isms: Keanu Quotes: :How do I confront aging? With a wonder and a terror. Yeah, I'll say that. Wonder and terror.

I have a producing partner named Stephen Hamel, and we've been trying to generate material. It's the journey of self, I guess. You start with this kind of loner, outside guy, which a lot of people can relate to, and he goes out into the world.

It's easy to become very self-critical when you're an actor. Then you get critiqued by the critics. Whether you agree with them or not, people are passing judgment on you.

Money doesn't mean anything to me. I've made a lot of money, but I want to enjoy life and not stress myself building my bank account. I give lots away and live simply, mostly out of a suitcase in hotels. We all know that good health is much more important.

I'm Mickey Mouse. They don't know who's inside the suit.

The simple act of paying attention can take you a long way.

It's always wonderful to get to know women, with the mystery and the joy and the depth. If you can make a woman laugh, you're seeing the most beautiful thing on God's Earth." Meanwhile, Keanu is also back in the spotlight to promote John Wick: Chapter 3 - Parabellum which will be released in cinemas mid-May. CM.