YSL Magnificence has unveiled a brand new international marketing campaign, Do not Name It Love, a part of its Abuse Is Not Love programme.
It portrays a “seemingly idyllic Parisian romance where the warning signs of abuse are hidden in plain sight to educate about domestic violence”.
By way of the launch, the model “invites a collective reflection on how it can contribute to healthier representations of love and create narratives that do not perpetrate toxic relationship norms”.
It comes as intimate accomplice violence (IPV) is the most typical type of violence in opposition to ladies, affecting round 736 million ladies and women globally with the behaviour linked to it “wrongly justified as love”.
Because the launch of the Abuse Is Not Love programme in 2020, YSL Magnificence has donated over €5.2 million to native NGO-partners and greater than 1.3 million individuals have been educated or supported throughout 25+ markets.
The programme can also be mentioned to have “made significant strides in educating young people about IPV and empowering grassroots organisations on a global scale”.
The corporate mentioned the marketing campaign “cleverly subverts the timeless and expected codes of luxury advertising”. The individuals featured give an preliminary impression “of a magnetic and elegant couple”.
However we’re advised that “as the story progresses, a subtle unease begins to creep in. Almost imperceptibly, warning signs of abuse emerge, woven into the fabric of these seemingly romantic scenes. Viewers are drawn into the narrative, initially captivated by the romance, then subtly unsettled by a growing sense of disquiet”.
The movie abruptly halts, with the query: did you see indicators of abuse on this movie? The narrative then rewinds, “exposing the signs of abuse from each scene, hidden in plain sight”.
YSL mentioned that “media portrayals of toxic relationships often romanticise, trivialise or even glamorise abusive behaviours, impacting young people’s understanding of healthy relationships”.
The marketing campaign was dropped at life by Léa Ceheivi, award-winning French movie director, recognized for her collaborations with music titans Justice and luxurious manufacturers; Nicolas Loir, the director of pictures, greatest recognized for his work throughout the music business, notably with Blaze and in addition with luxurious manufacturers; and Dr Sara Kuburic, lead movie advisor and physician of psychotherapy, recognized broadly because the Millennial Therapist.
