Lady Gaga is the Face of Valentino Beauty’s Upcoming Fragrance

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Hot off the release of her latest album, Chromatica, Lady Gaga has already found a new gig: facing Valentino Beauty’s new perfume. According to the brand, the Voce Viva fragrance was “imagined as a voice to spread a message around the world,” and what better person to convey that message than the singer and actress.

Voce Viva was conceived by Creative Director Pierpaolo Piccioli and curated with the maison’s values of inclusivity and individuality in mind. Inspiring and inviting, the fragrance “celebrates one of the women’s most intimate senses.”

Valentino announced the collaboration with a pink feathery Instagram post, stamped with a famous Gaga quote: “Be yourself, love who you are, and never give up your dreams.” The campaign will be unveiled in September, timed with Voce Viva’s release.

Not only do Gaga and the fashion house share Italian roots, but the pair have already created many memorable red carpet moments together. Now, the partnership is official. On choosing Gaga, the fashion house described the singer as “the voice of a generation,” and an individual who aligns with Valentino’s core values.

“Lady Gaga means freedom, self-consciousness, pure heart,” Piccioli said. “Her participation in this campaign elevates the symbolic power of the project to the highest level. She is an icon of the 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.”

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createdAt:Fri, 10 Jul 2020 20:18:08 +0000
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