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YSL Magnificence has launched a world marketing campaign, “Don’t Name It Love,” as a part of its Abuse Is Not Love initiative.
It illustrates a picturesque Parisian love story that seems excellent on the floor, but subtly embeds clear warning indicators of abusive habits. These indicators, cleverly interwoven into the narrative, goal to lift consciousness and foster understanding in regards to the often-overlooked realities of home violence.
The model launches this marketing campaign to encourage a collective reimagining of affection, specializing in more healthy, extra empowering representations whereas difficult narratives perpetuating poisonous relationship norms.
Intimate companion violence (IPV) continues to be probably the most widespread type of violence towards ladies, affecting round 736 million ladies and women globally, whereas society steadily misrepresents the habits as “love.”
Because the inception of the Abuse Is Not Love programme in 2020, YSL Magnificence has contributed over €5.2 million to native NGO companions, whereas greater than 1.3 million people throughout 25+ markets have benefited from coaching and help.
The initiative has considerably superior efforts to coach younger people about IPV and strengthen grassroots organizations throughout the globe.
The model shared that the marketing campaign “creatively challenges the timeless requirements of luxurious promoting.” The people featured exude “an air of magnificence and irresistible allure at first look.”
We’re instructed that “because the story unfolds, a quiet sense of unease takes form. Step by step, virtually invisibly, indicators of abuse floor, intricately embedded inside the seemingly romantic moments. The narrative attracts viewers in with its allure, solely to softly disrupt them with an escalating feeling of discomfort.”
The movie abruptly pauses, confronting viewers with the query: “Did you discover the indicators of abuse on this story?” It then rewinds, uncovering the hidden indicators of abuse embedded inside every seemingly romantic scene.
YSL acknowledged that “media depictions of poisonous relationships steadily romanticise, downplay, and even glorify abusive behaviors, influencing younger individuals’s perceptions of what constitutes a wholesome relationship.”
Award-winning French movie director Léa Ceheivi, celebrated for her collaborations with music icons Justice and luxurious manufacturers, led the inventive imaginative and prescient for the marketing campaign. Nicolas Loir, a director of images celebrated for his work within the music trade with artists like Blaze and within the luxurious sector; and Dr. Sara Kuburic, the lead movie marketing consultant and psychotherapist well known because the Millennial Therapist.
By its Abuse Is Not Love program, YSL Magnificence reinforces its dedication to elevating consciousness, educating people, and empowering grassroots organizations worldwide. This initiative goes past creating a brief buzz, because it strives to encourage systemic change in how society perceives and represents love, emphasizing respect, equality, and mutual care because the cornerstones of wholesome relationships.
By mixing artistry with advocacy, YSL Magnificence not solely amplifies the voices of survivors but in addition urges everybody to take motion—whether or not by recognising the indicators of abuse, fostering empathy, or supporting efforts to fight intimate companion violence. With this marketing campaign, YSL Magnificence reminds us that love, in its truest type, needs to be a supply of energy, not hurt.
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