Lady Gaga is no stranger to the world of perfumes and fragrances, having launched her own called Fame way back in 2012. Now, the Oscar-winning actress and musician stars in Valentino’s new campaign for the perfume Voce Viva, and fans just got the first look at the film.
Shot during quarantine in Los Angeles, the film is a collaboration between Maison Valentino artistic director Pierpaolo Piccioli, LA-based director Harmony Korin, and Lady Gaga. Piccioli calls the campaign “a celebration of equality.”
The film opens on Gaga dressed in a signature Valentino gown in a forest near Los Angeles. “I felt strong and alive, hearing myself echo through the forest as I was singing in this dress. It reminded me of my freedom and how I get to experience magic, a freedom and magic I wish everyone to have,” she says in the press release.
Gaga sings a stripped-down version of “A Sine From Above,” from her latest album Chromatica, and is then joined by a chorus of voices and diverse faces. Though she’s known for her bold makeup looks and brand Haus Beauty, Gaga wears little makeup in the video, save for filled-in brows and a light pink lipstick.
The film’s message “My Voice, My Strength” is meant to invite “people to use their voice to share their values, diversity and beliefs,” according to the brand. “My voice is what I am standing for, what makes me heard, it’s the statement of my individuality. The voice is alive. It has its own life. It’s a force of nature. Nature is powerful. It’s important how you use it,” Gaga says in the release.
Even the photo campaign needed to shift due to COVID-19. Legendary photographers Inez & Vinoodh “reinvented images of Lady Gaga from a previous shoot” for the Voce Viva ad.
The Voce Viva fragrance is a new warm floral fragrance from the stories fashion house. Notes include Italian bergamot, orange blossom absolute, vanilla, crystal moss accord. The bottle has the brand’s iconic rock stud detail on the cap.
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