The ‘Stupid star’ hitmaker will front the campaign for Voce Viva, which is due to launch this September.

Valentino creative director, Pierpaolo Piccioli says in a statement, “Lady Gaga means freedom, self-consciousness, pure heart. Her participation in this campaign elevates the symbolic power of the project to the highest level. She is the icon of a generation.”

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#ValentinoVoceViva Vibrant, emotional, couture. @ladygaga is announced as the face of Valentino Voce Viva, the new fragrance welcoming a spirit of freedom and difference, ideals shared by both Gaga and Pierpaolo Piccioli.

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“Her message of freedom, passion for art, self-consciousness and equality is the same [as what] our Valentino community stands for. I am so proud for having her,” Pierpaolo adds.

The new scent was conceptualised by Pierpaolo and the Valentino Beauty Team at L'Oréal. The collaboration with Lady Gaga comes after the 34-year-old singer insisted she wants to help young people to feel beautiful without needing to be perfect in any type of physical way.

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“Even though I might wear skimpy outfits sometimes and I'm sitting here with no pants on with my big shoes, my definition of beauty has always been very against the grain. I just dressed like how I felt like dressing today, how I wanted to do my hair, how I wanted my makeup to look,” says Lady Gaga.

Compiled by Futhi Masilela

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