Lady Gaga has been unveiled as the face of Valentino's new Voce Viva fragrance, launching in September.

Pier Paolo Piccioli, Creative Director of the Italian fashion house, announced the news on Instagram, posting 'Gaga means freedom, self-consciousness, pure heart. Her participation in this campaign elevates the symbolic power of the project to the highest level... 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'.