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Gaga new face of Valentino

Lady Gaga has been chosen as the face of of fashion house Valentino's new scent.

Valentino designs have long been a red carpet favorite of the Bad Romance hitmaker, and now they have made their relationship official, as she will front a campaign for the firm's new fragrance, Voce Viva.

Announcing Gaga's involvement in a campaign promoting the perfume, which will be available from September, Valentino creative director Pierpaolo Piccioli said the star's message of inclusivity was perfect for the brand.

"Lady Gaga means freedom, self consciousness, pure heart," he told Vogue. "Her participation in this campaign elevates the symbolic power of the project to the highest level. She is the icon of a generation. Her message of freedom, passion for art, self-consciousness and equality is the same our Valentino community stands for. I am so proud for having her in."

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