Valentino has announced the launch of its new perfume Voce Viva created by Creative Director Pierpaolo Piccioli with Valentino Beauty.

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.

Expressing the Maison’s values of inclusivity and individuality, Voce Viva celebrates one of the women’s most intimate sense.

To invite all individuals to voice their highest dreams and live them, Valentino is pleased to announce Lady Gaga as the face of its new perfume.

One of the greatest modern voices, Lady Gaga is the only artist to receive an Oscar, Grammy, BAFTA and Golden Globe in the same year for her outstanding work in A Star is Born.

The voice of a generation, Lady Gaga has inspired millions of people around the world for more than a decade. With Valentino, the singer shares more than her Italian origins. A symbol of respect for individualities and for everyone to find their place, Lady Gaga speaks to the same values as those of Valentino.

“Be yourself, love who you are, and never give up your dreams.” Lady Gaga

“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. 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.” Pierpaolo Piccioli

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

Source: Valentino