Italian fashion house Valentino will launch a new perfume for both men and women, Voce Viva (Living Voice), from September 2020 with Lady Gaga as its front lady...
The unisex scent has been developed by fashion house's creative director Pierpaolo Piccioli and the Valentino Beauty team at L'Oréal. The choice of creating a gender-indifferent perfume is rather unconventional for the brand which usually capitalizes on high-wattage feminine glamor. But in this case, it is Lady Gaga's significance to a non-sectarian worldwide audience and her messages of self-love which have been kept in mind.
Garance Delaye, Valentino Beauty global brand president, told WWD,
Piccioli "doesn't talk about women or men, he talks about individuals."
While no information on fragrance notes has been released so far, the brand is stressing the import of what the new scent is carrying: it is all about "inclusivity" and self-affirmation. Lady Gaga added,
"Be yourself, love who you are and never give up your dreams."