Fragrances mean a lot of things to different people. Some scents evoke emotions associated with our past; others carry sentimental value, whether passed down by a loved one or an unpleasant reminder of a former lover. For Lady Gaga, the face of Valentino’s new Voce Viva, fragrance serves as an extension of the strength, power, and confidence of one of her most innate gifts: voice.
Today, September 17, 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 (a departure from Valentino’s signature red), the same color of the flouncy gown Gaga dons in the campaign.