YSL uses fashion tropes as a warning

Fashion-related films and commercials are often rich in sumptuous visuals but lacking in narrative or emotional heft. Often, but not always...

Using the visual language of the genre but subverting it with a clear message, Don't Call It Love, the brand's film created with IWD in mind, tells the story of a seemingly loving (and lovely looking) couple, only to reveal the toxicity that lies beneath the surface.

Directed by Léa Ceheivi for BETC Etoile Rouge, and photographed by Nicolas Loir, the film's power comes from the authenticity of its execution; making a powerful message about how situations aren't always as they seem.