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.”

Lady Gaga said: “Be yourself, love who you

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Lady Gaga Is the Face of Valentino Beauty’s New Perfume

Photo credit: FILIPPO MONTEFORTE
Photo credit: FILIPPO MONTEFORTE

From ELLE

Between launching her own beauty line and releasing an album, Lady Gaga has found another project: Starring in Valentino Beauty’s latest fragrance campaign. The Italian fashion house announced Gaga as the new face of Voce Viva, a perfume dreamt up by Valentino creative director Pierpaolo Piccioli.

“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.”

To spread this messaging, Valentino selected Gaga for her Italian roots, inclusivity, and individuality. “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

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