The promotional campaign for Fame began with media launch parties in June of 2012. This was followed by the first step of the print campagin in July with the web campaign following shorthly after that. In August, the first bottles of Fame were sold in a special pop-up shop located in Japan. In the same month, a series of trailer for "Fame" were released and revealed using various media.

On September 13, 2012, Gaga launched the fragrance in New York by doing a performance art piece and releasing the film for Fame. She then attended two launch parties in London and in France.

Lady Gaga Fame Promo Poster 002
Photography by Steven Klein

The campaign by media

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