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.
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.
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