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Date October 28, 2013
Location London, UK Gb
Camera IQ160 by Phase One
Styling Joe McKenna
Hair stylist Garren
Makeup artist Lucia Pieroni
Creative director Giovanni Bianco
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Lady Gaga is wearing "Yes, I Wood" dress by Assaad Awad.

Lady Gaga is wearing a silver 'Medusa' necklace, rings and a chiffon lilac gown by Versace.

This 3nd look was cut from the final campaign.
Lady Gaga is wearing a T-shirt with a skirt or a pair of jeans with a belt by Versace.

Lady Gaga is wearing a dress and holding a “Palazzo” bag by Versace.

Lady Gaga is wearing an outfit by Versace.

Lady Gaga is wearing an outfit by Versace.

Versace Spring/Summer 2014 advertising campaign

Web
Magazines
Billboards

Concept

Marcus explained to Style magazine that they wanted Gaga to look like Donatella Versace for the shoot. He recalled that they didn't know the concept a few weeks before the shoot which at the time, Donatella revealed to them that Gaga wrote a song called Donatella. The song gave them the idea of transforming Gaga into Donatella for the shoot.


Was it intentional to make Lady Gaga look like a mini Donatella Versace in the campaign?
MA: Yeah! We were like, “What are we gonna do for Lady Gaga?” She’s done every amazing look. She’s been every kind of monster. But a few weeks before the shoot, Donatella told me that Gaga did a song called “Donatella,” and we said, “Oh, my God. This is it! She’s Donatella! She’s got to be Donatella!”
What was Donatella’s reaction when she saw Lady Gaga in her image?
MP: She loved it.
MA: She was so much fun. We listened to the song “Donatella” so loud on set, and on one side there was Donatella, and on the other side was Donatella. At one point, I said, “I think we should do the hair like this.” And then Gaga said, “Would Donatella wear it like that?” And Donatella said, “Yes, she would wear it like that.”