Lady Gaga shows every sign of taking her new Fame fragrance very seriously. She ‘conceived’ of the egg-shaped bottle during design sessions with Nick Knight, pushed the Coty team to create the devise the first-ever black-in-the-bottle, clear-on-the-skin juice, and has made pronouncements relating the perfume to the nature of fame.
So you’d be forgiven for wondering: what would this most theatrical of megastars wear to promote her new project?
Well... not much. The promotional campaign – shot by Stephen Klein – depicts the Lady sprawled like a modern day Venus, enjoying multiple muscle-men who scramble over her nakedness to preserve her modesty.
Where Marilyn Monroe once famously claimed to wear nothing in bed but Chanel Number 5, Lady Gaga can now go one better by claiming to wear nothing but the molecular components of Fame itself.
The dramatic tableau is open to interpretation of course – some see Gaga as a sort of artistic Gulliver, a giant amongst Lilliputians (read: normal people). Others see the campaign as Gaga’s answer to Fifty Shades of Grey.
Whatever way you look at it, it’s a striking image, and one that’s guaranteed to help shifting thousands of bottles of the black perfume when it hits the shelves in September.