Pierpaolo Piccioli Tells the Story of the New Fragrance Voce Viva by Valentino

Pierpaolo Piccioli, creative director of Valentino, talks about the new fragrance Voce Viva. With the planetary pop star Lady Gaga as testimonial. "The woman I have in mind when I create for the Maison is in love with life, with a free spirit, without the constraints of categories".
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Lady Gaga wears a dress in a particular shade of red with a bright pink tip, from the Valentino Haute Couture collection "Daydream" of November 2019

Ten albums, an Oscar, two Golden Globes, a Bafta and 11 Grammys, an exceptional voice and an extraordinary sense of mise en scene. Provocative, outrageous, committed, Lady Gaga at 34 is a global icon. And her instinct for fashion and fashion image is definitely out of the ordinary, refined by her long complicity with stylist Nicola Formichetti. Over the years, Lady Gaga has involved photographers such as Terry Richardson and Steven Klein in her projects and worn striking outfits on stage and red carpets, from Franc Fernandez's controversial meat dress at the 2010 MTV Video Music Awards to the nine looks of the latest MTV awards, signed by Iris Van Herpen, the New York brand Area and Valentino haute couture, among others. With a complicity born with dream dresses such as the feather dress of two years ago for the premiere in Venice of "A star is Born" and the pervica satin ballgown with the train of the Golden Globes of the same year, and a sharing of the values of "freedom, passion for art, self-awareness and a sense of equality", Pierpaolo Piccioli, Valentino's creative director, made the star the face of Valentino's new fragrance, Voce Viva. A boisé floral created by Honorine Blanc and Amandine Clerc Marie, which from the first sparkling impression of bergamot, mandarin and ginger fades into the declared femininity of a bouquet of white flowers, made of orange blossom absolute, gardenia and Indian grandiflorum jasmine, on a trail of sandalwood, Madagascar vanilla absolute and overdosed musk. The bottle is multi-faceted with the stud's trademark motif, the metallic detail inspired by the buzziness of the Roman palaces of the 16th and 17th centuries, the detail that makes the brand's accessories immediately recognisable. The stud also features the red and gold cap of the bottle, a different red, however, compared to the classic Valentino red, lit by a hint of pink.

How would you describe the current Valentino woman?
Pierpaolo Piccioli: In love with life, with a free spirit, with no restrictions of categories.

How would you define beauty?
Humanity at the highest level of purity.

What is the function of perfume? 
To act as an amplifier of the personality of the wearer.

Why launch a new perfume at this time?
I have always been fascinated by perfumes. And, today more than ever, we trust our senses. Our presence in the world has become exquisitely sensorial and instinctive. Voce Viva is a truly totalizing event, a sublime evocation that involves both body and mind.

How did the concept of Voce Viva comes about?
Of all the senses, I chose the voice as first violin. The voice is one of the first communicative gestures and a vehicle for any affirmation of individuality.

How would you describe the universe of Voce Viva and its message?
The universe: free, unpredictable, instinctive, strong. The message: the human imagination has no boundaries. We live our dreams.

Is the new perfume inspired by a particular olfactory memory of yours?
More than olfactory, my nostalgic memory of Voce Viva is linked to the concept of voice. Many voices from the past are still alive in me and this perfume reminds me of them all.

Why did you choose to reinvent the classic Valentino red for packaging with a shade of pink?
In my work chrome research has an essential role and reflecting on red has always been part of it. For me rethinking red means being ready to accept the change of modernity and react enthusiastically to daily challenges.


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