It has just been announced by WWD and Vogue UK that Lady Gaga will be headliner face of Italian's luxury brand Valentino with the upcoming release of its 'Voce Viva' perfume, set to be released in September.
In the official statement, Piccioli said: “Lady Gaga means freedom, self-consciousness, pure heart. Her participation in this campaign elevates the symbolic power of the project to the highest level." He added.
“She is the icon of a generation,” he continued, of the only artist ever to win in the same year an Oscar, Grammy, BAFTA, and Golden Globe, for her work in the film “A Star Is Born.” “Her message of freedom, passion for art, self-consciousness, and equality is the same [as what] our Valentino community stands for.”
#ValentinoVoceViva
The voice of a generation. A symbol of freedom and individuality.
Valentino is delighted to wlecome @ladygaga as the face of Valentino Voce Viva, the new fragrance for the no boundaries generation. pic.twitter.com/8VVCU5mylU
Valentino Beauty global brand president Garance Delaye told WWD that the singer was their first choice since she not only embodies the values of Valentino — inclusivity, and individuality — but also the story of Voce Viva ("Living Voice").
Gaga has previously worn Valentino couture through her career including her 2009's Vevo Launch Event performance, the gloves worn at the 2010s ''Friday Night with Jonathan Ross'' appearance/performance, the "laundry" look for 2011's Vanity Fair magazine by Annie Leibovitz, her Academy of Motion Picture Arts & Science's 10th Annual Governors Awards back on 2018, the iconic custom-designed silk faille strapless bustier gown worn at the 'A Star Is Born' Venice Film Festival premiere last year.
Dutch fashion photographer duo Inez van Lamsweerde and Vinoodh Matadin have confirmed via their IG stories that they will be the campaign photographers.
