Why Dua Lipa is a fitting face for the newest YSL fragrance

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13th Aug 2019

It isn’t difficult to see why pioneering beauty brand Yves Saint Laurent Beauté has cherry-picked British singer Dua Lipa to front their latest fragrance launch. Since exploding onto the music scene in 2015, Lipa has produced chart toppers like Be The One, Hotter Than Hell, One Kiss (a collaboration with Scottish DJ Calvin Harris) and the blockbuster hit New Rules, making her the youngest female artist to clock up over a billion views on YouTube.

On top her huge musical success, Lipa boasts a singular brand of experimental style (in fashion and beauty), a willingness to be a mouthpiece for her generation on issues she’s passionate about, and there are also those persistent rumours she’s dating Anwar Hadid (yes, Gigi and Bella’s younger brother). It was only a matter of time before a beauty brand came knocking.

Fitting then that the new YSL fragrance is coined Libre, which translates to ‘free’ in French. “The voice of her generation, Dua Lipa embodies the values of independence and freedom which have always been part of Yves Saint Laurent’s DNA. It is a great honour to collaborate with such a young and talented artist for our new feminine fragrance,” noted Stephan Bezy, International General Manager of Yves Saint Laurent Beauté in a press release for the announcement.

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The perfume itself offers up a new take on familiar florals and seems to perfectly capture the gender-fluid mood that’s been sweeping fragrance for some time. The hero notes—orange blossom and cool lavender—make for a decidedly modern interpretation of a floral bouquet; one that challenges tired gender stereotypes in scent.

In a statement release by the brand, the Grammy-award winning singer said, “I stand for the importance of being confident, strong and powerful and of not compromising on who you are, what you do and what you believe in, of always being proud of the things you do, and I feel that goes down very well with the same philosophy behind Yves Saint Laurent new fragrance.”

YSL Libre  is available via the brand’s website, and will launch into retailers on the 1st September, 2019.