Lady Gaga is adding a new role to her already impressive resume - the pop princess is going to front Valentino’s upcoming perfume launch.
The Voce Viva fragrance, due out in September, was created by Valentino creative director, Pierpaolo Piccioli and the Valentino Beauty team at L’Oréal, as reported by WWD.
“Lady Gaga means freedom, self-consciousness, pure heart,” Piccioli said in a statement. “Her participation in this campaign elevates the symbolic power of the project to the highest level."
"Her message of freedom, passion for art, self-consciousness and equality is the same [as what] our Valentino community stands for.”
Valentino Beauty global brand president, Garance Delaye, told WWD that the singer was the fashion house's first choice. She not only embodies the values of Valentino, inclusivity and individuality, but also the story of Voce Viva, which translates into Living Voice.
Voce Viva has been created to celebrate one’s own voice, life, self and style. It is a perfume for everyone, no specific gender, according to Delaye, adding Piccioli “doesn’t talk about women or men, he talks about individuals.”
Voce Viva advertising campaign will be revealed in September 2020, in conjunction with the worldwide release of the new perfume.