Dua Lipa Stars in New YSL ‘Libre Eau De Toilette’ Campaign

Let’s face it, the world just can’t get enough of Dua Lipa right now. She inspired a global swoon and lots of oohing and aahing with her exhilarating March performance at the GRAMMYS, which has since racked up more than 48 million views on YouTube. And more recently, Donatella Versace enlisted her for the gorgeous new campaign for the Italian fashion house’s Fall 2021 collection. (“I cannot think of a better woman to embody the spirit of Versace and of this collection,” the designer enthused at the time.”)

Now she’s back dazzling things up at Yves Saint Laurent, in a follow up to her 2019 campaign for the French fashion giant. This time, in the clip for the newest Libre Eau De Toilette campaign, we hear a French accented voice making the introduction with the compelling command, “Don’t be afraid of your freedom.” When then see Ms. Lipa ascending a rooftop staircase to the Heavens (surely), as her distinctly sensual update of The Stones’ ‘I’m Free’ kicks in (though surely many remember the Madchesteresque Soup Dragons version from 1990). The short film also introduces the distinctly feminine new bottle design, which has a striking, almost architectural presence.

“Freedom,” of course, is a particularly urgent matter after eighteen months of on and off (mostly on) pandemic lockdowns. And what Dua Lipa and YSL seem to be promising is a better way forward, whatever this insidious Delta Variant may have in mind. Like never before, we so desperately want to be free, “to do what we want, any old time.” And, well, we want to smell really good doing it.

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