Lady Gaga Unveils Haus Labs The Art of Beauty Campaign

The icon redefines the concept of foundation as art, trading high glamour for a painterly canvas—it’s a high-concept lesson in The Art of Beauty.

Lady Gaga is no stranger to the collision of fashion and performance, yet her latest collaboration with her own brand, Haus Labs, sees the star commanding a new, theatrical classicism. Lensed by Katharina Korbjuhn for The Art of Beauty Campaign (September 2025), the imagery sheds the star’s usual maximalist armor for something more raw and conceptual. The defining image shows Gaga—with a dramatically voluminous, platinum-blonde mane—wrapped in what appears to be a simple white toga-like drape, channeling a modern Aphrodite.

The styling is purposefully disorienting and brilliant. Gaga is perched on a chair, her leg dramatically extended onto a wooden table, wearing a set of ballet-inspired, nude-toned platform shoes with seemingly gravity-defying, rectangular wooden block heels. These sculptural shoes, secured with satin ribbons laced up the calf, are a signature Gaga move: taking a functional item and turning it into a piece of abstract art. The pose is utterly fearless, holding a compact mirror and the product (a square, coral-toned compact) while a white dove is perched on her shoulder, a classic symbol of peace and purity, intentionally juxtaposed with the aggressive architecture of the shoes.

The atmosphere is stark and unforgiving—a clean, white studio space placing all focus on the artist and the product. Her makeup, as seen in a separate portrait, is the epitome of polished sophistication: a clean matte base, a sharp cat-eye liner, and a soft, full, rosy lip. It’s a calculated move to prioritize the craft of makeup application over outlandish fashion. Another sequence of striking images shows the star partially and fully covered in a beige, foundation-like paint, kneeling amongst paint cans marked “HAUS LABS,” a literal and conceptual nod to the idea that foundation is the ultimate blank canvas—it evokes the feeling of a classical sculptor at work. The corset she wears in one shot, a nude, lace-up undergarment over a simple white tee, further emphasizes the theme of deconstruction and process.