Lady Gaga Fronts Valentino Perfume Campaign Directed by Harmony Korine

To support the launch of Valentino's new feminine perfume, L'Oréal Luxe called on agency BETC Etoile Rouge to create 'Voce Viva' — an integrated communication campaign revealed on September 17, 2020. 

For this new perfume, L'Oréal Luxe, Valentino and artistic director Pierpaolo Piccioli wanted to celebrate the power of the voice: as a means of expressing uniqueness, strength and instilling this power in others. 

To promote this universal message, VALENTINO collaborates with international icon Lady Gaga. Followed by more than 43 million people on Instagram, Lady Gaga shares much more than her Italian origins with the brand — like VALENTINO, Lady Gaga has always voiced the importance of authentic self-expression. She has touched and inspired millions of people around the world, sharing her struggles and her hopes through song: “When I sing, I think about the world, I think about people. I think about the story that I want to tell and I always try to find the piece of it that is true.” 

The film, a joyful ode to self-expression, features Lady Gaga, who encourages others to let their voices be heard. 

All supporting actors were chosen for their strong personality and singing, respecting Maison Valentino’s values of inclusion and diversity. Some may recognize Kiddy Smile, an activist musician who has become “voguing” icon in France. Lady Gaga participated in casting for the film. 

To give life to this metaphorical 'passing of the torch', a re-orchestrated version of Lady Gaga’s Sine From Above — from her new album — has been composed exclusively for the campaign. BETC Etoile Rouge and General Pop called on American director Harmony Korine, represented by Iconoclast, to produce this daring and moving film. The print campaign is by Inez and Vinoodh. 

"This campaign portrays the power of the voice: its reach, its unifying value, its ability to bring us together. In the form of a music video, music is given the main role and it becomes the film's emotional carrier," said Florence Bellisson, chief creative officer at BETC Etoile Rouge. 

"We are very proud to have achieved the feat of producing this campaign in the midst of a health crisis, between the United States and Europe, in compliance with all the necessary precautions. Following the campaign Born in Roma (released a year ago), Voce Viva continues to build a universal cultural image for Valentino perfumes alongside the L'Oréal Luxe teams. The brand is committed to offering a new definition of beauty and we are very lucky to have the chance to contribute,” Brune Buonomano, President of BETC Etoile Rouge. 

The campaign is broadcast worldwide on TV, billboards, press and digital from September 21 and will be followed by an activation on social media.