Last night at the Guggenheim in New York saw the official launch of Lady Gaga’s FAME fragrance – the first ever black eau de parfum. By now we have seen all three thirty second TVCs for the campaign directed by Steven Klein and produced by Ridley Scott, but now here is the chilling full five minute long concept film. To celebrate the launch, Gaga also partook in a creative piece of performance art called Sleeping With Gaga, where she took a nap on a live stream at the launch where the guests attempted to wake her by placing their hands through a glory hole in a giant FAME bottle at the museum.