Imagined as a voice to spread a message around the world, Valentino invites all individuals to voice their highest dreams and live them that the brand is pleased to announce Lady Gaga as the face of its new perfume Voce Viva.
One of the greatest modern voices, Lady Gaga is the only artist to receive an Oscar, Grammy, BAFTA and Golden Globe in the same year for her outstanding work in A Star is Born.
The voice of a generation, Lady Gaga has inspired millions of people around the world for more than a decade. With Valentino, the singer shares more than her Italian origins. A symbol of respect for individualities and for everyone to find their place, Lady Gaga speaks to the same values as those of Valentino.
“Be yourself, love who you are, and never give up your dreams.” – Lady Gaga
“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. 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.” Creative Director Pierpaolo Piccioli with Valentino Beauty commented.
Voce Viva advertising campaign will be revealed in September 2020, in conjunction with the worldwide release of the new perfume which will be available in Canada October 2020.
Lady Gaga walks the red carpet ahead of the ‘A Star Is Born’ screening during the 75th Venice Film Festival at Sala Grande on August 31, 2018 in Venice, Italy. (Photo by Maria Moratti/Contigo/Getty Images)