Valentino unveils its new fragrance “Voce Vita” represented by the famous singer Lady Gaga, known for her planetary hits and her values in terms of self-acceptance.
Between the launch of her cosmetics brand and her new album, Lady Gaga is embarking on a new project by becoming the face of the new fragrance Valentino. After dazzling the red carpet of the 2019 Golden Globes with her lavender dress from the Italian house, the singer is making their union official with this new campaign.
The new perfume, christened “Voce Vita” (live voice in Italian) fits Lady Gaga’s image perfectly. Chosen by artistic director Pierpaolo Piccioli for her voice and values, the star represents and honors the voice of women through this fragrance. “Lady Gaga embodies freedom, self-awareness, and purity,” the artistic director explains in a statement.
An influential and inspiring icon
A true source of inspiration for an entire generation, Lady Gaga makes it a point of honor to act for gender equality and self-confidence, values shared by the House of Valentino. For Valentino Beauty’s CEO, Garance Delaye, there was no doubt about the choice of the ambassador: “she is a truly great citizen of the world,” she says in a statement.
“Lady Gaga’s commitment to this campaign takes the project to its highest level. She is the icon of a generation. Her message of freedom, self-expression and equality is the same as what the Valentino community is fighting for. I am very proud to have her with us,” said Pierpaolo Piccioli in a statement.