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Yves Saint Laurent

Libre

2019FloralEDPFrance

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Editorial notes

  1. 01

    A lavender-orange blossom floral that crosses traditionally masculine lavender with white florals, a gender-coded inversion of Le Male's lavender-vanilla template.

  2. 02

    The name, French for 'free', is YSL's modern feminist re-framing after decades of leaning on the Opium provocation idiom.

  3. 03

    Dua Lipa was the face of the launch campaign and remained YSL Beauté's brand ambassador through the early 2020s.

  4. 04

    Composed by Anne Flipo and Carlos Benaïm in 2019 around mandarin, lavender and blackcurrant over an orange blossom-Moroccan jasmine-Carla lavender heart with a Madagascar vanilla-musk-ambergris base.

Dossier

Edition · 000

Status · Active. Bestseller.

A lavender-orange blossom floral.

Composed by
Anne FlipoCarlos Benaïm
Founder
Yves Saint Laurent
Country
France

The pyramid

Top
mandarin orangelavenderblackcurrantpetitgrain
Heart
orange blossommoroccan jasminecarla lavender
Base
madagascar vanillamuskambergriscedar

The brief

The perfumers built a feminine that crossed traditionally masculine lavender with white florals, a gender-coded inversion of Le Male's lavender-vanilla template.

Name'Libre' — 'free' in French, YSL's modern feminist re-framing after years of the 'Opium' provocation idiom.

Worn by

  • Dua Lipa2019

    Was the face of the launch campaign and remained YSL Beauté's brand ambassador.

The Curator's Note

YSL took Le Male's blueprint, swapped the gender coding, and sold it back to everyone.

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