Hailey Bieber is more than just a username, a product, or a brand deal. She is an entrepreneur, creator, and tastemaker of a lifestyle that revolves around writing her own rules, making her own opportunities, and forging a path for future icons to follow. 

Today, YSL Beauty unveils their Libre Flowers & Flames perfume as the newest edition to the Libre franchise, a vision of modern femininity intended to draw attention toward contemporary female figureheads. The perfume itself channels the essence of summer: a fresh tan, coco palm trees, a beach-side cabana, hints of orange blossoms and vanilla oils.  

Hailey Bieber partners with the luxury beauty brand as part of their U.S. initiative: a digital series, directed and shot by photographer Tyler Mitchell and starring the entrepreneur along with  three other trailblazing women to be revealed over the course of the project. New digital chapters will be dropped on social platforms, blending stills, capsules, and director’s cuts. Burn to Bloom is the ultimate motto behind the series, as the Libre woman and the voices of YSL Beauty speak to a life free of bounds.

On her feelings toward the project, Hailey shares, “I’m excited to be one of the women representing this generation and to be a part of this project during such a special time in my life. This project allows us to show the strengths in self-ownership, confidence, and diversity, and I am very happy to be a part of it." 

Libre Flowers & Flames is available at YSLBEAUTYUS.COM and in-store.

Photographed by Tyler Mitchell