DUBAI: French-Algerian model Loli Bahia fronts a new campaign for YSL Beauty’s latest skincare launch.
The luxury beauty brand unveiled the campaign on Instagram, introducing its YSL Care Crush Hand & Body Serum-In-Cream with the caption: “Ready for your next crush?”
The campaign also features New Zealand–South Korean singer-songwriter Rose. Earlier this year, the two featured in a Valentine’s Day ad for the brand.
Bahia has an established relationship with YSL Beauty. She was named a brand ambassador in January 2023 and has since appeared in several campaigns.
In 2024, she featured in a video campaign applying two shades of Rouge Pur Couture The Slim lipsticks, titled “Fiery Vermillion” and “Scorching Brown.” Later that year, she fronted the launch campaign for the brand’s Inks Vinyl Cream lipstick.
The model has also maintained a strong presence on the runway. Signed to Women Management Paris, she made her runway debut in 2020 at Louis Vuitton’s Fall/Winter 2021 show.
She later appeared in the house’s advertising campaign for the same season. Her profile rose during the spring/summer 2022 fashion season, when she walked in 65 shows.
Since then, Bahia has walked for several major fashion houses, including Chanel, Givenchy, Lanvin, and Valentino. In addition to her beauty campaigns, she has also appeared regularly for Saint Laurent.
Her most recent appearance for the fashion label was during the womenswear spring/summer 2026 show in September.
For the runway, she wore a glossy black leather jacket with pronounced shoulders, a wide lapel and a double-belted waist, with white shirt cuffs and collar visible underneath.
A matching high-waisted leather skirt falling below the knee, sheer black tights, and pointed white heels completed the look.
Another notable runway appearance came in 2023 during Paris Fashion Week, when Bahia walked for Saint Laurent. She wore a grey pencil skirt with a central slit, paired with an oversized leather jacket.
A grey scarf was wrapped across her chest, while aviator sunglasses and a slicked-back bun completed the look.