Valentino’s newest fragrance Voce Viva will be hitting shelves (or your online carts) this September, and the brand has chosen none other than Lady Gaga to front the upcoming campaign. Somewhere between launching her own beauty line and releasing a new album, the singer and actress found time to bring her talents to the famed Italian house. The scent, aptly titled Voce Viva, or Living Voice, was created by Valentino’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. Her message of freedom, passion for art, self-consciousness and equality is the same [as what] our Valentino community stands for. I am so proud for having her in.”
It wasn’t even a question of who would be the icon of the latest fragrance. Garance Delaye, Valentino Beauty global brand president believed she embodied everything that Valentino stands for: individuality, personality, inclusivity—and those Italian roots of hers don’t hurt either. She’s an icon for personal expression, and she’s lending her iconic look and style to the new fragrance. And who knows? Maybe she’ll bring her Grammy-winning voice to the latest Valentino jingle.
A friend of the brand, Lady Gaga has worn Valentino for years, and several times on the red carpet to promote her movie A Star Is Born. And with her sense of style and unique beauty, it’s easy to see why they chose her to be the face of the new scent. “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.”
For Valentino, the latest scent is a love letter to the celebration of one’s voice, life, self and style, an embodiment of who Lady Gaga is and everything she stands for.