Skip to content

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.

NEWSLETTER

Be the first to know about our events, exhibitions, and much more.

Subscribe

newsletter
☕️ Non possiamo iniziare una giornata senza il cappuccino di Armani Caffè in Galleria Cavour 1959!

🥰 Ci raggiungete?
.
.
.
☕️ We can’t start a day without a cappuccino at Armani Caffè in Galleria Cavour 1959!

🥰 Will you join us?
.
.
.
#galleriacavour1959 #bolognacentro #luxurylifestyle #emporioarmanicaffè
🌿 Ci vediamo in Galleria!

 🛍️ I più importanti brand di lusso li trovate a Bologna proprio da noi!

🥰 Vi aspettiamo in @galleriacavour1959!
.
.
.
🌿 See you in the Gallery!

🛍️ You can find the most important luxury brands in Bologna right here!

🥰 We are waiting for you at @galleriacavour1959!
.
.
.
#galleriacavour1959 #bolognashopping #luxurybrand #luxurylifestyle
🕊️ In occasione della Pasqua, Galleria Cavour 1959 si veste di bellezza e luce con un nuovo allestimento che celebra la stagione della rinascita!

🍃 Abbiamo scelto le ortensie bianche, un fiore che nella tradizione simboleggia la gratitudine, l’abbondanza e l’armonia.

🌿 Un invito a riscoprire la bellezza delle piccole cose e l’equilibrio che la natura sa restituire.

🌳 Al centro di questo scenario, l’Albero della Vita torna a incantare grandi e piccini con i suoi colori e significati profondi.

🐣 Buona Pasqua da tutti noi, che sia luminosa, serena e piena di nuovi inizi!
.
.
.
🕊️ For Easter, Galleria Cavour 1959 dresses up in beauty and light with a new installation that celebrates the season of rebirth!

🍃 We have chosen white hydrangeas, a flower that traditionally symbolizes gratitude, abundance and harmony.

🌿 An invitation to rediscover the beauty of small things and the balance that nature can restore.

🌳 At the center of this scenario, the Tree of Life returns to enchant young and old with its colors and profound meanings.

🐣 Happy Easter from all of us, may it be bright, serene and full of new beginnings!
.
.
.
#galleriacavour1959 #bolognashopping #buonapasqua #easteregg #luxurybrand #bolognacentro
💥 Le novità di @barbour per la nuova stagione!

Quale vi piace di più?

📍 Venite a scoprile in @galleriacavour1959, vi aspettiamo.
.
.
.
💥 Updates from @barbour for the new season!

Which one do you like the most?

📍 Come and discover them in @galleriacavour1959, we are waiting for you.
.
.
.
#galleriacavour1959 #barbour #barbourjacket #newcollection #springsummer #bolognacentro #luxurybrand