Lady Gaga to Front Valentino’s New Perfume

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PARIS — Lady Gaga has landed a new, very fashionable, gig — as the face of Valentino’s upcoming perfume, WWD has learned.

The Voce Viva fragrance, due out in September, was conceived by the Valentino fashion house’s creative director Pierpaolo Piccioli and the Valentino Beauty team at L’Oréal.

“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.

“She is the icon of a generation,” he continued, of the only artist ever to win in the same year an Oscar, Grammy, BAFTA and Golden Globe, for her work in the film “A Star Is Born.” “Her message of freedom, passion for art, self-consciousness and equality is the same [as what] our Valentino community stands for.”

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