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For Lady Gaga, the taste of fame is bitter and sweet.
This story first appeared in the June 15, 2012 issue of WWD. Subscribe Today.
The pop icon was forced to reveal the details of her upcoming scent, Lady Gaga Fame, earlier than planned after an editor leaked a photo of the bottle and its outer carton via Twitter.
Gaga was not pleased, tweeting on Wednesday, “Looks like photos of my perfume are being leaked. Oh you fashion editors, I could just crinkle my hands at you!” Her tweet included a photo of the fragrance, which houses a black eau de parfum in a clear bottle topped with a bold, Art Deco-looking gold cap.
While the definition of “crinkle” may be murky, Gaga took to her Web site on Thursday to make the details of first fragrance foray crystal clear. Well, sort of: The fragrance’s ingredients promises to deliver “a true metamorphosis of the scent when worn on skin.”
Lady Gaga Fame is billed as the first black colored edp. But fear not, once the juice is airborne, it becomes colorless. The scent, due out in September, was created in collaboration with Gaga’s own Haus Laboratories in association with Coty Inc.
The launch will coincide with Gaga’s second Vogue cover, which according to sources has already been shot by Mert Alas and Marcus Piggott, as WWD reported earlier this week.
Rather than the traditional olfactive structure of top, middle and base notes, Fame relies on what’s being called “push-pull technology,” where the ingredients interact harmoniously together — free from any hierarchy. The scent features three main accords: dark, sensual light (inspired by belladonna, the deadly nightshade); opulence (a fusion of dripping honey, saffron and apricot nectar), and whispers magnificence (a floral layer of crushed tiger orchid and jasmine sambac).
The bottle was designed in collaboration with Nick Knight and the ad campaign was directed and photographed by Steven Klein.
Even the press release contained Gaga’s personal touch. She wrote, “Enjoy the first-ever fragrance from Haus Laboratories. Fame, a beautiful prospect with a dark heart. X Gaga.”