When lady gaga burst ontothe pop scene in 2008 with her album thefame, she was a somewhat mysterious superstar. in music videos her face was obscured behind giant tv-like sunglasses (see bad romance), long fringes and heavyfake eyelashes (poker face) or graphic metallic make-up (just dance). shewas irreverent, provocative a madonnafor millennials. her signature oversized sunglasses and platinum wig couldbe read as a kind of mocking parody ofthe celebrity look.

But shes expanded her aesthetic in recent years, appearing both as a space-age dance queen (at the recent mtv video music awards she wore a led facemask and had violet hair) and as a red-carpet fashion icon, accepting awards with coiffured blonde hair, wearing giant tiffany rocks.its as the latter that shes fronting thecampaign for voce viva, the latest fragrance from valentino beauty.

Gaga represents ambition, dreams, strong will, valentino creative director pierpaolo piccioli explains. i have enjoyed the company of her voice since her debut. itmoved me in a way i rarely encounter in contemporary pop. when i started reflecting about a fragrance with the personality of a voice, an ensemble, a concert, my thoughts immediately went to her.

Voce viva is latin for with living voice. this idea to evoke a voice through scent was born out of a conversation between piccioli and valentino beauty general manager garance delaye. what if a perfume could evoke something other than a sense of smell? said delaye. the answer spoke for itself. both voice and scent leave an invisible yet distinctly memorable trace.

The fragrance has been created by valentino beautys perfumers amandine clerc marie (who worked on the 2008 chlo perfume) and honorine blanc (ofysls black opium and lady gagas 2012 fragrance, fame). its a sweet, floralscent with a slightly tart finish, achieved by blending notes of calabrian bergamot withsweet mandarin, a bouquet of jasmine,gardenia and orange blossom, asyrupy hitof madagascan vanilla andabase of woody, mineral-heavy crystalmoss an ingredient typically usedin fragrancesfor men.

The bottle recalls that most distinctive of valentino symbols: the stud. this, piccioli explains, is inspired by the nailheads on roman palazzo doors, which are shaped like pyramids. the designers wanted the bottle to suggest the seam of a bag, or the buckle of a valentino shoe.

To accompany the perfume, lady gaga and piccioli have collaborated on a film with harmony korine, which sees the singer perform a track called sine from above (which, joyfully, features a duet with eltonjohn) in a forest, wearing a dramatic valentino gown. i felt strong and alive, hearing myself echo through the forest as iwas singing in this dress, gaga said. it reminded me of my freedom and how i get to experience magic a freedom and magiciwish everyone to have.

Dutch photography duo inez van lamsweerde and vinoodh matadin were selected to shoot the campaign image, whilearielle bobb willis (who has worked with stars such as megan thee stallion and king princess) worked on the editorial visuals. she shows gaga barefaced but for some lipstick, and with her platinum-blondehair. shes dressed in an enormous enveloping gown made up of bubblegum-pink and raspberry-red bows, like a physical embodiment of the perfume. i wanted it tobe oneiric and slightly excessive, piccioli said of the dress. just like the world we aresharing for this project.

Voce viva is available from 4 oct