Maison Valentino Taps Lady Gaga as the Face of Its Upcoming Fragrance

Celebrity faces behind some of the biggest beauty product launches can often be just as exciting as the formulas themselves. Case in point: Italian luxury fashion house Valentino revealing multi-award-winning artist Lady Gaga as the spokesperson for its newest fragrance, Voce Viva, dropping in October.

“The Maison is pleased to announce Lady Gaga as the face of Valentino Voce Viva, the new fragrance expressing the Maison’s values of inclusivity and personality,” the brand wrote in a caption on Instagram this morning.

Inherently unique with her show-stopping voice, sense of style and endless creativity (like pioneering online fandom as we know it today by nicknaming her fans Little Monsters over a decade ago), Lady Gaga is, without doubt, an inspired choice for such an established Italian brand. After all, she’s been quoted multiple times expressing her appreciation for her own Italian roots, like when she said “I’m a strong Italian female” on The View back in 2011.

“Lady Gaga means freedom, self-consciousness, pure heart. Her participation in this campaign elevates the symbolic power of the project to the highest level. She is the icon of a generation,” Pierpaolo Piccioli, Valentino’s creative director, stated in a press release. “Her message of freedom, passion for art, self-consciousness and equality is the same [as what] our Valentino community stands for.” He added that he is “so proud” to have her be part of the project.

Details of the Voce Viva fragrance are still highly under wraps, but we can’t wait to see the design of the bottle and take a whiff of the scent that Lady Gaga will be embodying. Stay tuned for more.