Lady Gaga is the face of Valentino Beauty's new fragrance

Lady Gaga is set to star in Valentino Beauty's latest fragrance campaign. The Italian fashion house announced Gaga as the new face of Voce Viva, a perfume created by Valentino creative director Pierpaolo Piccioli.

"Imagined as a voice to spread a message around the world, Valentino Voce Viva invites everyone to touch hearts, inspire others and live their dreams," the brand said in a press release. "Expressing the Maison’s values of inclusivity and individuality, Voce Viva celebrates one of the women’s most intimate sense."

To spread this messaging, Valentino selected Gaga for her Italian roots, inclusivity, and individuality. “Lady Gaga means freedom, self-consciousness, pure heart," Piccioli said in a statement. "Her participation in this campaign elevates the symbolic power of the project to the highest level. 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.”

Gaga's campaign will debut this September, in accordance with the worldwide launch of Voce Viva. The singer has long been a fan of Valentino, having worn the brand's pieces multiples times on the red carpet when promoting A Star is Born.

Perhaps most memorably, she attended the 76th annual Golden Globe Awards and accepted the award for Best Original song in a periwinkle Valentino gown. She also wore a dramatic Valentino feather gown at the Venice Film festival in 2018.

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