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YSL Beauty and the “Don’t Call It Love” campaign

SAINT LAURENT / MARCH 2025

don't call it love

YSL Beauty, the beauty division of renowned luxury brand Saint Laurent, introduces its new global campaign “Don’t Call It Love,” part of the anti-violence initiative on women “Abuse Is Not Love.” 

he campaign film tells a seemingly perfect Parisian love story in which the signs of abuse are hidden in plain sight. YSL Beauty’s goal is to raise awareness of the dynamics of domestic violence and invite the public to reflect on what healthy love really means. Through this narrative, the brand strives to dismantle toxic stereotypes often perpetuated by the media and promote a more conscious representation of relationships.

According to global data, intimate partner violence is the most prevalent form of violence against women, with an estimated 736 million women affected worldwide. Often, abusive behaviors are mistaken for loving gestures, contributing to the normalization of harmful dynamics.

Since the launch of the “Abuse Is Not Love” program in 2020, YSL Beauty has allocated more than €5.2 million to local nonprofit organizations and trained more than 1.3 million people in more than 25 countries. This initiative has had a significant impact in training young people and supporting vulnerable communities.

The campaign, directed by award-winning French director Léa Ceheivi, subverts the typical patterns of communication in the luxury sector. The video shows a couple embodying elegance and glamour, but as the story progresses, subtle signs of abuse emerge. The narrative is interrupted with a direct question to viewers, “Have you noticed the signs of abuse in this film?” Immediately thereafter, scenes are rewound, revealing the hidden clues of psychological, emotional, and physical violence.

The media portrayal of toxic relationships is often trivialized or even idealized. With “Don’t Call It Love,” YSL Beauty is committed to changing this perspective, promoting greater awareness and stimulating discussion about healthier relationships.

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💥 In occasione della Bologna Live Design lunedì 22 alle ore 18.00 inauguriamo la mostra fotografica “Elementali” firmata da Paolo Zauli, visitabile gratuitamente in @galleriacavour1959 fino al 26 settembre.

🍃 “Come fotografo, ho sempre cercato di andare oltre la superficie delle cose, unendo la tecnica fotografica a un profondo ascolto della natura”.

🔥 Un viaggio evocativo nei quattro
elementi classici – fuoco, aria, terra e acqua –
interpretati attraverso styling, make-up e posing che danno forma a esseri ancestrali, eterei, inafferrabili.

📹 Non solo fotografie,che sono il cuore di ogni narrazione, ma anche video che completano il racconto, offrendo ciò che l’immagine fissa non può.

Non vediamo l’ora di accogliervi.
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💥 On the occasion of Bologna Live Design, on Monday 22nd at 18:00, we inaugurate the photography exhibition “Elementali” by @paolo_zauli , which can be visited free of charge at @galleriacavour1959 until September 26th.

🍃 “As a photographer, I have always tried to go beyond the surface of things, combining photographic technique with a profound understanding of nature.”

🔥 An evocative journey through the four
classic elements—fire, air, earth and water—
interpreted through styling, makeup and poses that give shape to ancestral, ethereal and elusive beings.

📹 Not just photographs, which are the heart of every narrative, but also videos that complete the story, offering what the still image cannot.

We look forward to welcoming you.
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@boldesign.it @cersaie @fuoricersaie 
#galleriacavour1959 #bolognaeventi #designweek #newexhibition #paolozauli #artlovers
Con profondo dolore, ci uniamo al lutto della famiglia e di tutti i suoi collaboratori per la scomparsa di Giorgio Armani, maestro assoluto dello stile e dell’eleganza italiana, che ha trasformato la moda in arte universale.

La sua visione ha cambiato per sempre il mondo della moda, lasciando un’eredità che continuerà a ispirare generazioni.

“Per me Giorgio Armani è stato un punto di riferimento unico: un uomo di straordinaria misura, capace di dare voce all’Italia più elegante e autentica. Il suo stile e la sua arte sono destinati a vivere oltre il tempo.”
Paola Pizzighini Benelli, CEO di Galleria Cavour 1959

Con gratitudine e rispetto, custodiamo la sua memoria.
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With deep sorrow, we join his family and all his collaborators in mourning the passing of Giorgio Armani, the absolute master of Italian style and elegance, who transformed fashion into a universal art form.

His vision changed the world of fashion forever, leaving a legacy that will continue to inspire generations.

"For me, Giorgio Armani was a unique role model: a man of extraordinary proportions, capable of giving voice to the most elegant and authentic Italy. His style and his art are destined to live on beyond time."
Paola Pizzighini Benelli, CEO of Galleria Cavour 1959

With gratitude and respect, we cherish his memory.

#giorgioarmani