One of Talent Management’s favourite recording artists, Lady Gaga, has just revealed that her first fragrance, LADY GAGA FAME, is set for release in September this year.

The perfume, released through the artist’s own Haus Laboratories in association with Coty, is the latest breakthrough expression of her creativity.

Unsurprising to us, this is not just any old celebrity perfume. In true Gaga style, it surpasses all norms and standards in the fragrance industry with its innovative technology – the most intriguing being the fact that LADY GAGA FAME is the first ever black Eau de Parfum that sprays clear and becomes invisible once airborne.

But that’s not all that’s special, with the innovations in LADY GAGA FAME going beyond the black-to-clear fluid. ‘Theolfactory’ structure itself is also very rare for the fragrance industry. Traditionally, perfumes have a pyramidal structure – a hierarchy of sorts with top, middle and base notes. This fragrance, on the other hand, has a unique structure called ‘push-pull technology’, where the ingredients interact together to highlight different aspects of each note at the same time. So it’s sort of like a metamorphosis of smells when worn on skin.

And to top it off, not only is the perfume itself innovative, so is the advertising. As if we expected anything but!

Being a slave to high fashion and eccentric poses, the perfume’s ad campaign, directed and photographed by Steven Klein, sees the singer posing nude holding the cool-looking bottle – designed in collaboration with Nick Knight – with nothing more than tiny men to cover her dignity.

“Enjoy the first ever fragrance from Haus Laboratories. Fame, a beautiful prospect with a dark heart. X GAGA,” the singer said.

While the fragrance won’t be available for a couple of months, in the meantime you can let us know what you think of the ad above and whether you’ll be checking out the scent come September!