Lady Gaga Is the Face of Valentino's Voce Viva Fragrance!

Lady Gaga is going to be the face of a new fragrance!

The 34-year-old “Stupid Love” singer will be the face of Valentino‘s upcoming perfume, the Voce Viva fragrance, out in September, WWD reported Friday (July 10).

PHOTOS: Check out the latest pics of Lady Gaga

“Lady Gaga means freedom, self-consciousness, pure heart. Her participation in this campaign elevates the symbolic power of the project to the highest level,” said ceative director Pierpaolo Piccioli.

“She is the icon of a generation. Her message of freedom, passion for art, self-consciousness and equality is the same [as what] our Valentino community stands for.”

“Be yourself, love who you are and never give up your dreams,” says Gaga.

Voce Viva is “meant to celebrate one’s own voice, life, self and style. It is a perfume for everyone — no specific gender,” according to the brand’s president, Garance Delaye.

Lady Gaga recently advised her fans to do this…