Lady Gaga is set to star in Valentino Beauty's latest fragrance campaign. The Italian fashion house announced Gaga as the new face of Voce Viva, a perfume created by Valentino creative director Pierpaolo Piccioli.

"Imagined as a voice to spread a message around the world, Valentino Voce Viva invites everyone to touch hearts, inspire others and live their dreams," the brand said in a press release. "Expressing the Maison’s values of inclusivity and individuality, Voce Viva celebrates one of the women’s most intimate sense."