Lady Gaga’s highly anticipated fragrance Fame just launched today at a month-long pop-up shop in Toyko to throngs of her legion of monsters a month before its global launch. Heralded as a technologically ground breaking fragrance – a sample of Gaga’s blood was used – fans who were lucky enough to get to the shop had a ball spritzing each other and sampling the fragrance.
Never one to exclude her global audience, Gaga unveiled the second image from the advertising campaign for Fame via her website today. The image, shot by Steven Klein, feature the ‘Born this Way’ singer clad in a black liquid leather dominatrix catsuit, a black mask, a large leather hat and inflated heels.
The black liquid catsuit represents the first ever black liquid formula that makes up ‘Fame’. “We use language like ‘black like the soul of fame but invisible once airborne,’ which makes the fragrance an allusion to the dark side of fame, the price of fame and the narcissism of fame,” said Steve Mormoris, senior vice president of global marketing for Coty Beauty, the company behind Gaga’s perfume. “The soul of fame being black was the intellectual foundation of the color of the fragrance.”