Voce Viva!
Should I translate that to “the living voice”, “the voice lives”, or “long live the voice?” While the name of Valentino’s new perfume may be open to various interpretations, one thing is unmistakable: having Lady Gaga as the face and the voice of the new scent hits all the right notes.
“Lady Gaga means freedom, self-consciousness, pure heart,” says Pierpaolo Piccioli, creative director of Valentino Beauty. “Her participation in this campaign elevates the symbolic power of the project to the highest level. She is the icon of a generation.”
Photo by Maria Moratti/Contigo/Getty Images
The voice of a generation, Lady Gaga has inspired millions of people around the world for more than a decade. She is the only artist to receive an Oscar, Grammy, BAFTA and Golden Globe in the same year for her outstanding work in A Star is Born. Her philanthropic work has also made her a symbol of respect for individuality—everyone has a place in the world. She tells us: “Be yourself, love who you are, and never give up on your dreams.”
Valentino Voce Viva eau de Parfum, 50ml | $123, 100ml | $165
Another commonality she shares with the brand is her Italian heritage. The scent itself also encapsulates the spirit of Italy. It opens with Italian bergamot, mandarin orange and ginger, evoking an orchard in Sicily, before orange blossom absolute and yellow gardenia transport you to the flower fields of Tuscany. Crystallized moss and vanilla ground the experience, like the ancient gardens surrounding the Roman ruins in Turin. The result is an artful composition of floral, woody, fresh and sweet elements.
Italian craftsmanship and design ingenuity also comes into play. The sleek square glass bottle is notched on the sides, and when light passes through, a V of light emerges—quite a mesmerizing effect. Fans of the brand will also love the detail on the cap and collar, decorated with the iconic Valentino rock studs and in unmistakable Valentino red.
