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

accreditation
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.”

READ MORE: Bella Hadid is the new face of Calvin Klein Swim

“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.

READ MORE: Euphoria's Alexa Demie partners with MAC in makeup collection - there's more than meets the eye to it

“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

Follow us on social media: FacebookTwitterInstagram

Sign up to W24’s newsletters so you don't miss out on any of our stories and giveaway.

We live in a world where facts and fiction get blurred
In times of uncertainty you need journalism you can trust. For only R75 per month, you have access to a world of in-depth analyses, investigative journalism, top opinions and a range of features. Journalism strengthens democracy. Invest in the future today.
Subscribe to News24
Voting Booth
What's your favourite winter style staple?
Please select an option Oops! Something went wrong, please try again later.
Results
Outerwear - coats, jackets
31% - 212 votes
Knits
14% - 95 votes
Boots
18% - 122 votes
Sweats and hoodies
31% - 210 votes
Turtlenecks
7% - 48 votes
Vote