Lady Gaga to be the face of Valentino’s new fragrance

Lady Gaga. Photographed by Jun Sato
Lady Gaga. Photographed by Jun Sato
Jun Sato

The ‘Stupid star’ hitmaker will front the campaign for Voce Viva, which is due to launch this September.

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

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“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,” Pierpaolo adds.

The new scent was conceptualised by Pierpaolo and the Valentino Beauty Team at L'Oréal. The collaboration with Lady Gaga comes after the 34-year-old singer insisted she wants to help young people to feel beautiful without needing to be perfect in any type of physical way.

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“Even though I might wear skimpy outfits sometimes and I'm sitting here with no pants on with my big shoes, my definition of beauty has always been very against the grain. I just dressed like how I felt like dressing today, how I wanted to do my hair, how I wanted my makeup to look,” says Lady Gaga.

Compiled by Futhi Masilela

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