Lady Gaga Stars in Valentino’s Voce Viva Perfume Campaign

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Beginning with a history-making feathered gown at the 2018 Venice Film Festival, Lady Gaga’s storied relationship with Valentino and Creative Director Pierpaolo Piccioli has proved to be anything but boring. In her latest collaboration with the Italian fashion house, the star sings in a video campaign for Voce Viva, Valentino’s newest fragrance.

Meaning “the voice is alive,” Voce Viva’s campaign video features Gaga singing her song “A Sine from Above” alongside a chorus of diverse voices. The film’s message is “My Voice, My Strength” and highlights the power of speaking up to drive impactful change.

“My voice is what I am standing for, what makes me heard. It’s the statement of my individuality,” Gaga said.

Piccioli describes the Valentino woman as a free spirit with no restrictions, and Gaga embodies her as she strolls through an empty forest in a bold pink Valentino gown. The film and Voce Viva fragrance represent a celebration of equality and an ode to the generation with no boundaries, Piccioli said.

Los Angeles-based Harmony Korine directed the Voce Viva film in accordance with World Health Organization guidelines, and Dutch fashion photographer duo Inez and Vinoodh reinvented images of Gaga from a previous shoot for the photo campaign.

Valentino’s Voce Viva Perfume is now available online.

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