lady gaga valetino voce viva
VENICE, ITALY – AUGUST 31: Lady Gaga walks the red carpet ahead of the ‘A Star Is Born’ screening during the 75th Venice Film Festival at Sala Grande on August 31, 2018 in Venice, Italy. (Photo by Maria Moratti/Contigo/Getty Images)

Valentino Beauty have announced the launch of their new perfume, Voce Viva, with Lady Gaga as its face.

Created by Creative Director Pierpaolo Piccioli with Valentino Beauty, Voce Viva was imagined as a voice to spread a message of hope around the world (voce is voice in Italian), to inspire and encourage everyone to live out their dreams in the spirit of freedom and difference. And whom better to help spread this message than one of the greatest voices of all time, Lady Gaga.

lady gaga valentino voce viva
Singer and actress Lady Gaga arrives for the premiere of the film “A Star is Born” presented out of competition on August 31, 2018 during the 75th Venice Film Festival at Venice Lido. (Photo by Filippo MONTEFORTE / AFP) (Photo credit should read FILIPPO MONTEFORTE/AFP via Getty Images)

The voice of a generation and the only artist to win an Oscar, Grammy, BAFTA and Golden Globe in the same year for A Star is Born, Lady Gaga has inspired millions of people around the world for more than a decade. With shared Italian heritage and values of inclusivity and individuality, Lady Gaga and Valentino’s partnership is a fitting one. “Lady Gaga means freedom, self-consciousness, pure heart,” said Piccioli of their collaboration. “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.”


Like the voice of the fragrance, which invites all individuals to voice their highest dreams and live them, Lady Gaga echoes this wholeheartedly: “Be yourself, love who you are, and never give up your dreams.” The olfactive voice of Valentino has most definitely met its match with one of the most prolific voices ever.

The Voce Viva campaign will be revealed in September 2020, in conjunction with the worldwide release of the new perfume.