See Lady Gaga in the Campaign for Valentino’s Latest Fragrance

Lindsay Judge   |   20-09-2020

Valentino Beauty has revealed a new fragrance; Voce Vita and campaign starring Lady Gaga.


Born from a virtually-achieved collaboration between Valentino’s artistic director Pierpaolo Piccioli, LA-based director Harmony Korine and Lady Gaga, Voce Viva, the film, is an invitation to gather together for a more inclusive world. “A celebration of equality, a homage to the generation no boundaries,” says Pierpaolo Piccioli.



The film’s message; “My Voice, My Strength” invites the audience to use their voice to share their values, diversity and beliefs. “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.” Explained Lady Gaga.



With his modern sense of image and cinematographic approach, director Harmony Korine captures Lady Gaga in the power of the moment that a woman uses her true voice.



Expressing the healing of nature, of music and today’s ever greater need to feel connected, the film shares a message of hope and revival; a world where everyone has a voice. “No voice is equal to another, and every voice sings its own unique song all the voices contribute to a whole, human symphony,” Said Pierpaolo Piccioli.



The campaign still images were captured by photographers Inez & Vinoodh. Lady Gaga radiates in her Valentino red couture dress, designed by Pierpaolo Piccioli, under a glowing blue sky.