The Official Launch of LADY GAGA’s New Perfume
By Marie Havens
(As seen in PMc Magazine, September 2012)
Multi‐platinum and Grammy Award‐winning artist Lady Gaga released her first fragrance, LADY GAGA FAME, in September 2012. The fragrance, released through the artist’s own Haus Laboratories in association with Coty, is the latest breakthrough expression of her immense creativity.
She launched LADY GAGA FAME officially on September 13, 2012, at the legendary Solomon R. Guggenheim Museum on 5th Avenue in New York City to mass hysteria and fan anticipation. The star-studded and very memorable masquerade event evolved into a performance art piece for Lady Gaga which she entitled, “Sleeping With Gaga,” where all onlookers could reach their hands into the large egg dome to touch her. She even peed into a champagne bucket live, in front of quite an intrigued audience. The closing act was her onstage live tattoo session (an angel tattoo on the back of her head) and partial head shave, a dedication to both Terry Richardson‘s mother and her own.
Bound to surpass all norms and standards in the fragrance industry with its innovative technology, LADY GAGA FAME, is the first ever black Eau de Parfum that sprays clear and becomes invisible once airborne. The black‐to‐clear fragrance is a fantastic innovation of patent-pending fluid technology, exclusively launched with LADY GAGA FAME. Gaga collaborated with fashion industry legends in the creation of LADY GAGA FAME: the bottle was designed in collaboration with Nick Knight, and the ad campaign was directed and photographed by Steven Klein.
Lady Gaga most certainly ended NY Fashion Week with a huge bang. Like her work, this event will not be forgotten.
Visit the full event gallery for the FAME Guggenheim Launch and at the FAME MACY’S Launch at PatrickMcMullan.com
Lady Gaga: A Film by Steven Klein
Steven Klein Studios Tumblr
Edited by Marie Havens
Designed & Photographed by Marie Havens for PatrickMcMullan.com
Lady Gaga, The HAUS Laboratories in Paris, Coty Inc, LADY GAGA, STEVEN KLEIN and NICK KNIGHT celebrate the LAUNCH of Lady Gaga FAME, the first ever black eau de parfum, Solomon R. Guggenheim Museum, NYC, September 13, 2012, Photography by Marie Havens for PatrickMcMullan.com
Atmosphere, The HAUS Laboratories in Paris, Coty Inc, LADY GAGA, STEVEN KLEIN and NICK KNIGHT celebrate the LAUNCH of Lady Gaga FAME, the first ever black eau de parfum, Solomon R. Guggenheim Museum, NYC, September 13, 2012, Photography by Marie Havens for PatrickMcMullan.com