“My voice, my strength”
A celebration of an individual essence.
Born to voice the Maison’s values of diversity and individuality, VOCE VIVA fragrance comes alive in a dialogue between Lady Gaga and Pierpaolo Piccioli. Composed of color, couture and coolness, this essence let each woman radiate with the energy of fulfilment and confidence.
“Lady Gaga has always spoken up for celebrating differences and creating a world where everyone has a voice,” Valentino Beauty stated. “Her deep respect for everyone’s individuality and for each to own their place in our world speaks to Valentino Beauty’s ethos to make every day a self-celebration.”
“Voce Viva to me is a truly immersive event, a sublime evocation that involves the body as well as the mind, liberating instead of covering the skin with a tactile gesture,” commented Valentino Creative Director Pierpaolo Piccoli.
“This fragrance came to mind like a symphony, an amplification of all senses, which explains why it’s been so natural to work simultaneously on the scent and the bottle.
“Among all senses, I selected voce (voice) as the first violin of the orchestra that plays the perfume symphony. My voice is what I’m standing for, what makes me heard, it’s the statement of my individuality.”
Shot during quarantine in Los Angeles, the film is a collaboration between Maison Valentino artistic director Pierpaolo Piccioli, LA-based director Harmony Korin, and Lady Gaga. Piccioli calls the campaign “a celebration of equality.”
The film’s message “My Voice, My Strength” is meant to invite “people to use their voice to share their values, diversity and beliefs,” according to the brand. “My voice is what I am standing for, what makes me heard, it’s the statement of my individuality. The voice is alive. It has its own life. It’s a force of nature. Nature is powerful. It’s important how you use it,” Gaga says.
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.
VOCE VIVA will be available nationally from mid May 2021 at select
Edgars & Truworths stores.
RRSP: R1300 for 30ml, R1650 for 50ml and R2500 for 100ml.