Yves Saint Laurent beauty and BETC Etoile Rouge declare their love for Paris in new campaign
Posted on 2020 Feb,20

To celebrate the launch of Mon Paris Intensement, BETC Etoile Rouge and general pop deliver the "Mon Paris je t’aime" (my Paris, i love you) global campaign for Yves Saint Laurent Beauty.

The campaign marks a new chapter in the unique love story that unites Yves Saint Laurent with Paris. Here, Yves Saint Laurent Beauty makes its most intense declaration of love for Paris yet, with rare, close-up shots of the iconic Eiffel Tower. Mon Paris je t’aime is an ode to the vertigo of love; a theme that has always been dear to the fashion designer Yves Saint Laurent who launched his perfume Paris in 1984.

The kind of crazy and liberating love that can only exist in Paris here told through the legendary French song La Bohème by Charles Aznavour, remixed specially for this campaign. A long 3:16min version of the song will be available for steaming and downloading.

The film stars models Grace Hartzel and Matthew Bell.

To bring the campaign to life, BETC ETOILE ROUGE and GENERAL POP called upon director Ricky Saiz, represented by ICONOCLAST. Known as co-designer of the Supreme brand, he notably directed the clip Apeshit by Beyoncé and Jay-z, shot at the Louvre museum in Paris. For the print campaign, Grace Hartzel was photographed by Angelo Pennetta.

“This opus of Mon Paris anchors the brand even more strongly in its cultural heritage by paying tribute to the city that saw the birth of Yves Saint Laurent. Storytelling and creative execution portray a Paris that is both iconic and modern. In this new campaign, we continue to build the cultural footprint of Yves Saint Laurent Beauty and place it in this era.” Brune Buonomano, President of BETC ETOILE ROUGE.

The campaign will be broadcast worldwide on TV, posters, social media and point of sale.