Lady Gaga is the face of Valentino Voce Viva, “the new fragrance welcoming a spirit of freedom and difference, ideals shared by both Gaga and Pierpaolo Piccioli,” the company announced. 

Maison Valentino posted on Instagram, “The voice of a generation. A symbol of freedom and individuality. Valentino is delighted to welcome Lady Gaga as the face of Valentino Voce Viva, the new fragrance for the no boundaries generation.”

Pierpaolo Piccioli said, “The extraordinary participation of Lady Gaga makes the campaign a celebration of equality, a homage to the No Boundaries generation.”

Lady Gaga’s campaign will debut in September, when the new fragrance launches, globally.

Here’s a sneak peek — Gaga’s beauty brand, Haus Beauty, posted the “unofficial image, edited by me” shown above on the brand’s Instagram account.