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Lady Gaga is the face of Valentino’s latest Voce Viva fragrance

Lady Gaga’s beauty reign continues with the announcement that the star will front Valentino’s latest fragrance, Voce Viva.

After spearheading her own cosmetic label, Haus Labs, Gaga lends her face to Valentino Beauty’s perfume iteration of femininity for the “now”. Named Voce Viva, director Pierpaolo Piccioli conceptualised the perfume to express “freedom, self-consciousness and pure heart,” virtues that Lady Gaga herself champions.

lady gaga voce vivo
Photo credit: @maisonvalentino

Little is known about the scent apart from the announcement on the Valentino Instagram page, which shares a quote from Gaga herself: “be yourself, love who you are and never give up on your dreams.” We can only presume that the perfume will translate this empowerment into a scent.

In a press statement, Piccioli credits Gaga’s involvement with Voce Vivo as a elevation of the perfume’s “symbolic power”, attributing this to her multi-award winning career and contributions to art.

valentino voce viva lady gaga
Photo credit: @maisonvalentino

More details to come in September, including a look at the bottle, but here’s another massive collaboration for Gaga’s books post-Tudor. Not that she needs it.

Photo credit: Vittorio Zunino Celotto/Getty Images

Beatrice Bowers
Features Editor
Beatrice Bowers writes about beauty, drinks, and other nice things. When not bound to her keyboard, she moonlights as a Niffler for novels and can be found en route to bankruptcy at your nearest bookstore. Don't tell her boss.