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  • Writer's pictureThe Big Magazine Staff

Lady Gaga x Valentino - A New Fragrance is Born “Voce Viva”

Friday, July 10, 2020

Valentino has announced Lady Gaga as the new “face” of its upcoming “Voce Viva” fragrance campaign coming w/f 2021, according to WWD.

Lady Gaga pictured in Valentino for Golden Globes - via Instagram

Gaga has been photographed many times in Valentino throughout her career. It’s no surprise that that luxury powerhouse brand would choose her for their latest campaign. The brand has not released any further details on what the scent smells like, ingredients or packaging visuals.

Lady Gaga wore two more Valentino gowns during her press tour, at the premiere of Star is Born in Venice (on left) and at the Governor's Awards (on right)

However Garance Delaye (Valentino Beauty Global President) said Voce Viva is “meant to celebrate one’s own voice, life, self and style. It is a perfume for everyone — no specific gender.”

“Lady Gaga means freedom, self-consciousness, pure heart. Her participation in this campaign elevates the symbolic power of the project to the highest level,” said creative director Pierpaolo Piccioli in a statement. “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.”

Fans of Gaga and Valentino can expect Voce Vida to launch globally in September.

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