YVES SAINT LAURENT BEAUTY LIBRE FRAGRANCE FILM STARRING DUA LIPA
Deeply committed to the values expressed by Libre, Dua Lipa embodies the scent’s fiery femininity in the ad campaign.
September 10, 2019
For today’s women, freedom is the ultimate It-luxury. Free has an It-conic scent with the Yves Saint Laurent Beauty Libre fragrance grown between France and Morocco and conceived between Paris and New York.
A quintessentially masculine structure and an ultra-feminine heart. Yves Saint Laurent Beauty Libre is freestyle take on the fougère, a classic style for men’s fragrances featuring lavender. Anne Flipo’s provocative move was to gender-bend it into a feminine scent, just like Yves Saint Laurent retailored the tuxedo for women.For Libre, she customized the fougère’s key ingredient to highlight its flamboyance with Diva Lavender heart from Provence, emphasizing the warmest, sweetest facets of the essence. When Carlos Benaïm fashioned the most sensuous Orange Blossom absolute she’d ever smelled, revealing the hidden, burning-hot character of the sweet white flower, she fell for it instantly.
Vanilla from Madagascar and a classic ambergris note, Grisalva, flesh out the femininity of the fougère structure and add a burning intensity to its addictive floral heart.
The flacon mirrors the masculine/feminine bent of the scent. The trim geometric lines of a tailored suit. The couture extravagance of the oversized Cassandre that cuts into the glass, just like turning it over breaks the codes. The sleek golden chain wound around the neck – because the YSL woman feels free to wear chains, as long as they are gold. The slanted black cap that tops it off, adding a sexy couture asymmetry.
Crafted as a rush of raw emotion, the exhilarating advertising campaign directed by Nabil Elderkin was shot in the most spectacular natural and urban vistas. Grand, sweeping, no-holds-barred: a film worthy of the word Libre and of the spirit it epitomizes
Following Dua Lipa’s fearless gaze and the flight of an eagle. Swirling, flying, soaring, in a grand voyage through city and desert landscapes, across canyons and over bridges, into the crashing ocean and out in the open sky…
The embodiment of Libre, she dances with wild abandon. She stands alone, defiant. She shouts. She is the storm of the day. The sun of the night. Living by Yves Saint Laurent’s maxim: “Tout terriblement.” Life in all its excesses.
An epic, emotional, mind-blowing, eye-dazzling call to arms for women everywhere to embrace their freedom.