Maison Valentino Taps Lady Gaga as the Face of Its Upcoming Fragrance

The celebrity faces behind some of the biggest beauty product launches can often be as exciting as the formulas themselves. Example: the Italian luxury fashion house Valentino reveals the award-winning artist Lady Gaga as spokesperson for its new perfume, Voce Viva, which will be released in October.

“The Maison is pleased to announce Lady Gaga as the face of Valentino Voce Viva, the new fragrance expressing the Maison’s values ​​of inclusiveness and personality,” the brand wrote on Instagram this morning.

Lady Gaga at the 75th Venice Film Festival for the premiere of ‘A Star is Born’. Photo courtesy of Maison Valentino.

Inherently unique with her impressive voice, sense of style and endless creativity (as a pioneer of online fandom as we know it today by nicknamed her Little Monsters fans over a decade ago), Lady Gaga is , without a doubt, an inspired choice for such an established Italian brand. After all, she was quoted several times expressing appreciation for her own Italian roots, like when she said “I am a strong Italian woman” on View in 2011.

“Lady Gaga means freedom, self-awareness, pure heart. His participation in this campaign raises the symbolic power of the project to the highest level. She is the icon of a generation, ”said Pierpaolo Piccioli, creative director of Valentino, in a press release. “His message of freedom, passion for art, self-awareness and equality is the same [as what] our Valentino community represents. “He added that he was” so proud “to see her participate in the project.

The details of the Voce Viva perfume are still very secret, but we can’t wait to see the design of the bottle and to smell the perfume that Lady Gaga will embody. Stay tuned for more.

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