The star is the face of the brand's new Voce Viva fragrance.

By Erin Lukas
Jul 10, 2020 @ 10:58 am
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For anyone wondering what Lady Gaga smells like, there's a good chance it's Valentino's upcoming perfume.

The fashion house announced that the star will front the campaign for its new Voce Viva fragrance, launching this fall.

"Lady Gaga means freedom, self-consciousness, pure heart. Her participation in this campaign elevates the symbolic power of the project to the highest level," Valentino's creative director Pierpaolo Piccioli said in a statement. "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 new scent was conceptualized by Piccioli and the Valentino Beauty Team at L’Oréal. According to the brand's press release, Voce Viva was "imagined as a voice to spread a message around the world," and "invites everyone to touch hearts, inspire others and live their dreams."

"Be yourself, love who you are, and never give up your dreams,” says Gaga.

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Gaga's Voce Viva campaign will be revealed in September 2020 to coincide with the fragrance's release date.

And just like that, this fall's must-have fragrance is born.