The production moves between two landscapes: the intensity of the city and the stillness of Chile’s Atacama Desert. These settings provide both motion and silence, allowing space for a narrative shaped by presence rather than words. Dua Lipa moves through them untethered, her performance carried by instinct and physicality. Every frame emphasizes liberation as a lived state rather than a constructed idea.
Music forms the heartbeat of the campaign. Dua Lipa performs a cover of Aretha Franklin’s “Think,” a song rooted in defiance and individuality. Its rhythm drives the film forward, reinforcing the identity of the LIBRE woman as free at heart.
The Fragrance
Yves Saint Laurent Libre Eau de Parfum was launched in 2019, created by perfumers Anne Flipo and Carlos Benaïm. It belongs to the Floral Aromatic group. The composition is built on lavender, orange blossom, jasmine, and a base of vanilla, musk, cedar, and ambergris. Each layer adds dimension, forming a structure that is both radiant and enduring.
Note Structure
- Top Notes – Lavender, mandarin orange, black currant, petitgrain
- Heart Notes – Jasmine sambac, orange blossom, lavender
- Base Notes – Vanilla, musk, cedar, ambergris
The bottle reflects the codes of Yves Saint Laurent design. The golden Cassandre logo crosses the glass like a piece of jewelry. A sculpted black lacquered cap crowns the structure, accented by a chain detail. Recent editions of the fragrance include refillable versions, aligning LIBRE with a vision of luxury that acknowledges responsibility in creation.
The Message of LIBRE Free at Heart
The campaign poses a simple yet resonant question: What makes you feel LIBRE? A rooftop kiss under open skies, a voice breaking into desert silence, or a playful indulgence in an unexpected moment. Freedom is expressed in acts both intimate and vast, always grounded in authenticity.
Dua Lipa embodies this vision with clarity. Her performance carries conviction, her voice channels the force of Franklin’s anthem, and her presence gives form to a fragrance defined by self-expression.
LIBRE Free at Heart exists as both a campaign film and an extension of the perfume’s story. It unites image, sound, and scent into a statement where freedom is not compared, ranked, or measured, but simply lived.
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