French fashion house Yves Saint Laurent has released a new TV advertising campaign featuring British popstar Dua Lipa, forming the latest instalment promoting its Libre fragrance.
Yves Saint Laurent first launched Libre in 2019, and has since established a long-running collaboration with Dua Lipa who has gone on to feature in several ad campaigns for the fragrance.
The 45-second spot created by Paris-based agency BETC will feature a brand-new cover of George Michael’s 1990 hit ‘Freedom’ performed by Dua Lipa herself.
“This film connected with me — a celebration of freedom and femininity. Life and existence are about the pursuit of freedom,” the film’s director, Jenny Nkiru said.
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“Living to the fullest. For me, Libre isn’t just a fragrance. It’s a feeling. An invitation to be bold, to challenge the norm, to live freely. I wanted to bottle up all this energy and pour it over the film.”
Commenting on her latest collaboration with the iconic French brand, Dua Lipa added: “It is an incredible experience to endorse a fragrance such as Libre.
“I feel so connected with it because of its fearlessness and its positive values that really resonate around the world. It really inspires me to amplify this idea of this burning freedom, which I’d love each of you to really embrace every day.”
5 Comments. Leave new
I just read the comment about living freely, why not use a model that doesn’t look like she’s getting ready to chew your leg off.? That freedom yell is between a big yawn and an attack.
She can chew my leg off, any time
impatient with Yves Saint Laurent’s campaign. Tel U
I’ve always wondered who the model was, so Googled it to find out it was Dua Lipa, I didn’t recognise her. I absolutely live that advert.
Yes, Love DuaLipa!