Viva Fragrance Performs Stripped-Down Version of Sine from Above

Valentino's Voce Viva campaign featured a video that showcased Lady Gaga performing a stripped-down rendition of her song "Sine from Above" from the album Chromatica. This collaboration highlighted the intersection of music and fashion, as Gaga was joined by a diverse group of models, emphasizing inclusivity and the celebration of individuality. The campaign aimed to convey the essence of the Voce Viva fragrance, which is rooted in the idea of personal expression and the power of one's voice. By integrating a popular music track into the campaign, Valentino not only enhanced the emotional appeal of the fragrance but also leveraged Gaga's star power to reach a broader audience. The partnership exemplified how brands can effectively utilize celebrity influence to create impactful marketing narratives that resonate with consumers.