Lady Gaga, a person who has become a real brand over the past years, never misses an opportunity to team up with companies (her creative partnerships include collaborations with Polaroid, Barney’s and more) to create visually stunning designs. But the pop diva is creative enough to craft her own breakthrough products—the mother of all monsters is launching her first-ever fragrance LADY GAGA FAME for women in September 2012.
Photo: A bottle of LADY GAGA FAME
Lady Gaga will release the new fragrance, “the first ever black Eau de Parfum that sprays clear and becomes invisible once airborne,” was developed by the artist’s own Haus Laboratories in association with Coty, the international fragrance manufacturer. For the presentation of her new innovative scent, the celebrated extravagant signer collaborated with fashion gurus—Lady Gaga teamed up with one celebrated fashion photographer Nick Knight to create a bottle, and asked the other photography legend, Steven Klein, to direct and shoot the advertising campaign for LADY GAGA FAME.
The selection of notes is as surprising and unpredictable, as the fragrance’s mother herself. “The scent is built around three main accords: dark, sensual and light. The dark accord was inspired by Belladonna, the deadly nightshade possessed by haunted beauties since the 18th century. From this darkness, the fragrance evolves to a sensual accord of opulence, a fusion of dripping honey, saffron and apricot nectar,” states the press release. “And lastly, the light accord whispers magnificence. The rich floral layer of crushed Tiger Orchid & Jasmine Sambac embodies timeless beauty. The accords work together to create a fragrance of floral and fruity elements, with the star ingredient inspired by Belladonna leveling out the whole fragrance and giving LADY GAGA FAME its signature as a scent.”
Being loyal to her eccentric style and innovative vision, Lady Gaga plots a revolution in the perfume industry: unlike other scents which normally have the traditional olfactory pyramidal structure where top, middle and base notes opening one after another, the new fragrance features the an anarchic ‘push-pull technology.’ The ingredients interact together, highlighting different olfactive aspects of each note simultaneously. But this is no cacophony too, since the fragrance includes the ingredients that perfectly merry each other and enhance the complimentary properties of each other. The fragrance will be sold in egg-shaped black bottle with edgy golden elements—’claws’—adds to the dark, dangerous and dirty but luring atmosphere the scent creates.