Valentino’s Creative Director Pierpaolo Piccioli worked alongside Valentino Beauty to create Voce Viva, the Maison’s newest women’s perfume. The campaign will be released in September of this year, with the Maison citing inclusivity and individuality as themes and influences for both the fragrance and campaign.

The face of the campaign is thus Lady Gaga, who’s endlessly embodied what it means to be inclusive and truly individual.

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“Lady Gaga means freedom, self-consciousness, pure heart. Her participation in this campaign elevates the symbolic power of the project to the highest level,” Pierpaolo Piccioli said of Gaga, who’s also the only artist to ever win an Oscar, Grammy, BAFTA, and Golden Globe in the same year.

“She is the icon of a generation,” Piccoli continued in an announcement issued by Valentino. “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.”

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