 Gaga states on the back of the packaging that the perfume is "black, like the soul of fame".Uniquely, Fame is a black perfume that sprays clear and becomes invisible once airborne; according to the Coty press release, it is the first perfume to utilize such technology.The bottle, designed by Gaga and photographer Nick Knight, was described by "Billboard" magazine as "simple and unfussy" and "crowned with an edgy and alien-like gold cap".