Valentino is debuting a new fragrance titled Voce Viva, as built by Creative Director Pierpaolo Piccioli, and with one of the world’s biggest mega stars as its avatar. Lady Gaga will be the face of the new fragrance, personifying its inspirational ideals of living your dreams and making your message heard.

The Valentino Voce Viva is inspired by the brand’s values of inclusivity and individuality, speaking to this individual sense of aspiration. Lady Gaga, as the only artist to receive an Oscar, Grammy, BAFTA and Golden Globe in the same year, as won for her work in A Star Is Born, presents these ideals perfectly. Moreover, her bold personality and passion for individualism, creativity and social justice continues to inspire millions around the world.

“Lady Gaga means freedom, self-consciousness, pure heart,” said Pierpaolo. “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 our Valentino community stands for. I am so proud for having her in.”

Having long been a voice of her generation, Lady Gaga will now the face and scent of Valentino’s next phase. She shares her Italian origins with the brand and speaks to their core ideals with her key messaging – ““be yourself, love who you are, and never give up your dreams”.

Voce Viva and its new campaign will be unveiled in September 2020.