Italian luxury fashion house Valentino is celebrating self-expression with a new fragrance campaign starring Lady Gaga.
Italian luxury fashion house Valentino is celebrating self-expression with a new fragrance campaign starring Lady Gaga . The Voce Viva fragrance campaign features the Oscar-winning actor and singer in a red Valentino gown near Los Angeles singing a stripped-down version of “Sine From Above,” from her most recent album Chromatica.
Throughout the vignette, she is echoed by a chorus of diverse singers., New York. “By positioning her as the face of their new fragrance, Valentino will take on Lady Gaga's unapologetic and empowered fashion choices, song lyrics and public commentary.”As many brands have done this year, the film was shot near Ms. Gaga’s home in Los Angeles to ensure the health and safety of everyone involved with the campaign during the COVID-19 pandemic. The “Rain On Me” singer is seen in a wooded area outside Los Angeles, as the other singers are seen in staircases, on roofs and looking longingly through windows. “My singing voice is an expression of my entire body as it connects to all of humanity,” Ms. Gaga tells the brand in an interview. “My voice is what I stand for. The voice that inspired me the most in my personal life was the voices of women.”In collaboration with L.A.-based director Harmony Korin and Ms. Gaga, Valentino creative director Pierpaolo Piccioli aimed to celebrate equality and individuality through the new fragrance and campaign. Freedom and confidence exudes through the screen as a fresh-faced Lady Gaga sings and gallivants through the woods. The new fragrance is warm and floral, including notes of Italian bergamot, sweet mandarin, orange blossom absolute, golden gardenia and crystal moss.The glass geometric bottle exemplifies the values and femininity of Valentino and Voce Viva, while the iconic Valentino rockstud detail on the cap portrays modernity and edginess to balance the gentle and warm nature of the fragrance.In comparison to past campaigns, Valentino has recently tapped into themes of individualism, freedom and expression. From the new eyewear collection campaign released this past summer to the most recent Voce Viva campaign, Valentino seems to be moving towards a more eccentric identity (Chez Maison Valentino is the label’s animated interpretation of its history told through the different rooms of its Roman headquarters, Palazzo Mignanelli. Interactive campaigns have becoming more popular as brands navigate a changing world and aim to engage consumers amid the coronavirus crisis (As an icon of self-awareness, confidence and positivity for an entire generation, Lady Gaga perfectly embodies Valentino’s new message of “my voice, my strength.” She is the quintessential image of self-empowerment and empower others with her platform. There is a sense that luxury brands like Valentino might be moving away from materialism and towards meaningful messaging. Brands have increasingly catered their campaigns toward the human condition — an exchange of stories as opposed to an exchange of goods. “We have entered an emotional economy,” Ms. Mackarey said. “Rather than buying things she wants or needs, today's consumer will make passion-driven purchases. “Brands who find ways to connect with her through storytelling, values and authentic partnerships will grow.” {"ct":"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","iv":"a6021252603566a53c2c37ee67846489","s":"5f2677c25d8f793d"}
Featured Fragrance And Personal Care Industry Sectors Marketing News Fragrance Lady Gaga Luxury Valentino Voce Viva
United States Latest News, United States Headlines
Similar News:You can also read news stories similar to this one that we have collected from other news sources.
Anti-war protests in Italy and Spain as high-stakes referendum on Italian judges loomsThousands of people have protested in Italy against wars in the Middle East and proposed judicial reforms by Italian Prime Minister Giorgia Meloni.
Read more »
In Rome for Valentino’s Fall 2026 Show With Britt LowerBritt Lower of 'Severance' shares a behind the scenes look at her time in Rome for the Valentino fall 2026 show.
Read more »
Italian team players celebrate WBC success with la dolce vita: espresso, wine and ArmaniItaly reached its first World Baseball Classic semifinal, and the team’s espresso-and-wine celebrations have gained some level of attention in a soccer-obsessed nation
Read more »
Italian team players celebrate WBC success with la dolce vita: espresso, wine and ArmaniItaly reached its first World Baseball Classic semifinal, and the team’s espresso-and-wine celebrations have gained some level of attention in a soccer-obsessed nation. Italy plays Venezuela on Monday night for a spot in the final against the United States or the Dominican Republic. Most of the roster is Italian by heritage, not birthplace.
Read more »
Valentino Decamps From Paris to Rome for Its Latest CollectionAlessandro Michele drew on one of Valentino Garavani’s most memorable creative eras: the 1980s
Read more »
Groundbreaking: Anne Hathaway graces the Oscars 2026 red carpet in floral ValentinoThe actress will reportedly reunite with her “Devil Wears Prada” co-stars Meryl Streep and Emily Blunt during the telecast.
Read more »