THE WHAT? Lady Gaga is set to front the campaign for Valentino’s latest scent, according to a report published by WWD.
THE DETAILS The singer is said to be the perfect fit for the perfume, Voce Viva, which is set to emerge from L’Oréal’s Luxe division in September as, not only does her profession embody the story behind the scent (Voce Viva translates as Living Voice) but also ‘her message of freedom, passion for art, self-consciousness and equality’ mirrors the designer’s values.
THE WHY? The non-gendered scent is said to be a celebration of individuality, and Valentino’s Creative Director, Pierpaolo Piccioli, explained in a statement (per WWD) that Gaga’s ‘participation in this campaign elevates the symbolic power of the project to the highest level’.