Global superstar Lady Gaga has been announced as the face of Valentino’s new Voce Viva fragrance.
The campaign will be unveiled in September, along with the worldwide launch of Voce Viva. It’s no secret that Lady Gaga is a big fan of the Italian fashion brand, having previously worn their designs on many occasions. However, it seems that Valentino is equally in awe of the pop queen, describing her as “The voice of a generation. A symbol of freedom and individuality”, and the perfect ambassador for their brand.
Vibrant, emotional, couture. @ladygaga is announced as the face of Valentino Voce Viva, the new fragrance welcoming a spirit of freedom and difference, ideals shared by both Gaga and Pierpaolo Piccioli. pic.twitter.com/K1n2NP9voM
— Valentino (@MaisonValentino) July 10, 2020
“Imagined as a voice to spread a message around the world, Valentino Voce Viva invites everyone to touch hearts, inspire others and live their dreams,” the brand said in a press release. “Expressing the Maison’s values of inclusivity and individuality, Voce Viva celebrates one of the women’s most intimate sense.”
“Lady Gaga means freedom, self-consciousness, pure heart,” Pier Paolo Piccioli, Creative Director of the Italian fashion house, said in a statement. “Her participation in this campaign elevates the symbolic power of the project to the highest level. She is the icon of a generation. Her message of freedom, passion for art, self-consciousness and equality is the same our Valentino community stands for. I am so proud for having her in.”
Lady Gaga’s partnership with Valentino follows on from the launch of her very own cosmetics brand, Haus Laboratories. Her collection includes a range of lip and eye products, as well as the sold-out ‘Stupid Love’ eyeshadow palette which was released in celebration of her most recent album Chromatica.