Mother Monster's Valentino fragrance campaign is here.

By Erin Lukas
Sep 17, 2020 @ 1:31 pm
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Thanks to Valentino, a new must-have fall fragrance is born.

According to the Italian fashion house, Voce Viva is a scent that is intimate, personal, and draws parallels between the wearer's voice and their perfume.

"The voice is one of the first communication gestures, and a vehicle for each individuality statement," says Valentino creative director Pierpaolo Piccioli of the concept behind the new scent. "More than olfactive, my Voce Viva nostalgic memory is linked to the voice concept. Many voices from the past are still alive in my mind, and this perfume reminds me of all of them."

So who better to front a fragrance that merges those two senses than Lady Gaga?

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After announcing Mother Monster as the face of Voce Viva this summer, the campaign has arrived. In the clip, Gaga leads a sing-along to a rendition of "Sine From Above," a collaboration with Sir Elton John from Chromatica, all while wearing a red ruffled Valentino gown. Models from around the world join Gaga for the global group song.

You can see the campaign in full, below.

"Gaga is the essence of a diva, a woman who has walked her path in her own, unique way, with a constant reinvention of the self, and an unstoppable self-improvement ability," Piccioli says of the star. "She never betrays her humanity. Her energy, her power to inspire are positive values."

As for the actual fragrance, Voce Viva is a floral scent with notes of Italian bergamot, orange blossom absolute, and crystal moss accord. The juice is housed in a gold and red bottle, paying homage to the designer's Rosso Valentino collection. The stud is a nod to the Roman Palazzo.

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Valentino Voce Viva is available now for $130 (100mL) at sephora.com.