Valentino's Creative Director Pierpaolo Piccioli has called on Lady Gaga to be the face — and voice — of Valentino Beauty's new Voce Viva fragrance. The campaign is set to “Sine From Above,” a song featured on the star’s sixth studio album Chromatica.
Valentino debuts the campaign for its Voce Viva fragrance titled #MyVoiceMyStrength. Known for her powerhouse vocals empowering messages on- and off-stage, Gaga explains that Voce Viva, which translates to "the voice is alive," celebrates the individuality and self-expression as everyone's voice "has its own life. It’s a force of nature. Nature is powerful."
The scent taps into Valentino‘s femininity and features a mélange of Italian bergamot, mandarin essence, orange blossom, and a whiff of vanilla and crystal moss accord. Voce Viva is packaged in a sleek glass bottle with pink detailing, the same color of the flouncy gown Gaga dons in the campaign.