Don’t Call it Love, YSL Beauty’s latest commercial released to coincide with International Women’s Day, is a captivating and sensual love story, set in an elegant Parisian enclave and underscored by a romantic song…

…unless you notice that things are not all OK. But even if you don’t, an abrupt change in the story’s ending will ask you to notice them. “Did you see signs of abuse in this film?” it asks. The film then rewinds through the scenes, pointing out the signs of abuse with titles.

Don’t Call it Love responds to latest data that indicates intimate partner violence is the most common form of violence against women, affecting around 736 women globally. Women’s empowerment (pardon the cliché, it’s YSL’s term) is built into the brand’s purpose.  YSL launched its Abuse Is Not Love program in 2020 and has trained and supported more than 1.3 million people across 25+ markets globally to date, working with local non-profit organisations.

While many campaigns fighting women against violence sensationalist it, YSL beauty focussed on the subtlety of the warning signs to raise awareness and create an accurate picture of the problem. Intimate violence is not always loud; does not always involve physical harm; is often inflicted on women by overtly charming men. Can happen to any women, even in the most elegant lifestyles. It often starts with intrusion, jealousy, isolation, blackmail, and control, and this is what the campaign highlights. At the heart of the initiative is YSL’s belief that beauty has the power to drive change.

The campaign film was led by awarded French film director, Léa Ceheivi, whose bold approach is exemplified in her most recent work for music band, Justice. Justice Generator is an intriguing sextape narrative between androids. The director of photography was Nicolas Loir. The film was overseen by Dr Sara Kuburic, lead film consultant and renowned doctor of psychotherapy, known as the Millennial Therapist.