Vogue UK has reveled that Lady Gaga will be the new face of Valentino's upcoming fragrance: Voce Viva.
The fragrance will be released later this September with a worldwide campaign. The idea of the new fragrance is centered around the values of inclusivity and individual personality, which Gaga has been so vocal about over the course of her career.
“Lady Gaga means freedom, self consciousness, pure heart,” says Pierpaolo Piccioli, creative director of Valentino.
“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.”
The campaign is expected to be shoot later this week. We can also exclusively reveal that the commercial will feature a song from Chromatica. Discuss your theories here.