YSL Beauty presents a dreamy Parisian romance. Or is it?

YSL Beauty is making a powerful statement with its latest campaign film, Don’t Call It Love, a thought-provoking narrative that redefines conventional portrayals of romantic relationships. The campaign sheds light on the often-overlooked signs of intimate partner violence (IPV), seamlessly weaving them into a visually striking and emotionally compelling story.

Set against the backdrop of a dreamy Parisian romance, the film initially draws viewers into what appears to be an ideal love story. However, as the narrative unfolds, subtle yet concerning behaviors begin to surface—showcasing how manipulation and control can often be disguised as affection. Through this clever storytelling approach, the brand challenges audiences to recognize the hidden complexities of abusive relationships.

What sets this campaign apart is its structure. The film first presents a romanticized version of the relationship before rewinding to reveal the red flags that were previously overlooked. This format not only educates viewers but also prompts self-reflection on their own understanding of healthy relationships.

Visually, Don’t Call It Love embraces the high-end aesthetics typical of luxury fashion advertising. However, rather than simply showcasing glamour, it uses this visual language to drive home a crucial message—abuse can exist in any environment, regardless of status or wealth. The campaign’s cinematic excellence is further elevated by the involvement of acclaimed French director Léa Ceheivi and cinematographer Nicolas Loir.

This initiative is part of YSL Beauty’s larger Abuse Is Not Love program, launched in 2020, which aims to spread awareness and support individuals affected by IPV. To date, the brand has donated over €5.2 million to local NGOs and educated more than 1.3 million people across 25+ countries. By using its platform for meaningful social advocacy, YSL Beauty reinforces its commitment to going beyond traditional beauty marketing.

The Don’t Call It Love film delivers a bold, socially conscious message, urging audiences to recognize the warning signs of abuse and rethink the way love is portrayed. This campaign is not just about awareness—it’s about sparking a conversation that could help change lives.