In 2020, the Italian house Valentino marks a turning point in its history and presents us with a new feminine fragrance. Named Voce Viva , it is an ode to the female voice. After all, who said the voice was the only way to express yourself? Isn’t perfume just as revealing of the personality of women? The parallel between these two elements is reflected here in an elegant floral bouquet. In a very couture bottle, Voce Viva is already widely talked about, and for good reason… It is embodied on the screen by an ambassador of choice. Her muse is none other than the talented Lady Gaga!
Why did you choose Lady Gaga as Voce Viva perfume ambassador?
The Voce Viva perfume is a tribute to the voice and to all those who dare to raise strong words to be heard. Therefore, with her unique and vibrant voice, Lady Gaga sounded like a no-brainer. Moreover, it must be recognized that between the Hollywood star and the Italian house, it’s a story that lasts. On many occasions, Lady Gaga has walked the most prestigious ceremonies in Valentino branded outfits. Remember, it was in a purple dress by Valentino that she appeared at the Golden Globes in 2019, just like the year before at the Venice Film Festival. Likewise, Lady Gaga said she was literally conquered by the message carried by this fragrance. Voce Viva is “a very strong name. For me, it means that the way is alive, in the broad sense of the term, she explains. ‘My voice, my strength ‘… this slogan is so obvious. The voice is a force of nature, which is itself of rare power. For Voce Viva, we made a wonderful movie with a song from my new album. While filming I felt strong, alive, hearing my voice echoing through the forest as I sang. It was a real moment of magic, of freedom, a moment that I wish everyone to experience ”.
Advertising for Valentino’s Voce Viva
Valentino’s Voce Viva commercial is about a minute long and is signed by director Harmony Korine. Here, the scene is played on the track “Sine From Above” by Lady Gaga and Elton John. Thus, the advertisement begins to the sound of Lady Gaga’s voice. The word Valentino appears in red writing, followed by the bottle of Voce Viva. It is then that the singer and actress appears, in a very natural environment, surrounded by trees. Of course, she is also wearing a couture red dress from Valentino. Her face, meanwhile, looks more natural than ever. Very little makeup, Lady Gaga displays a beauty without artifice. She then gives way to other models who resume her song with her. The advertisement ends with a slogan: “My voice, my strength”, understand “my voice, my strength”.