A walking sculpture in her hulk-shouldered leotards, lace bodysuits and the late Alexander McQueen’s now-infamous crab-claw shoes, Lady Gaga is undoubtedly the most fearless fashionista of 2010, a year in which sales of her 2008 debut album, The Fame, topped ten million worldwide. Her sartorial daring has been both a boon and a challenge to the brands and designers that vie for her attention, with even classicist Giorgio Armani concocting some outlandish designs for her current world tour, “The Monster Ball.” Given the massive exposure brought by any Gaga-related endorsement, she seems a perfect spokesperson for cosmetic company MAC’s latest “Viva Glam” campaign, which since 1994 has been raising awareness—and, so far, $160 million—for the fight against HIV and AIDS. In the new campaign, shot by fashion photographer Ellen von Unwerth, the singer channels the 80s with her blue-pink “Viva Glam Gaga” lipstick alongside fellow outré pop pioneer Cyndi Lauper, who rocks her bright red “Viva Glam Cyndi” with a fierce pout. For her public appearances supporting the campaign, Gaga teamed her new maquillage with a glittering mask and body harness, courtesy of New York- and London-based jewelry designers Erickson Beamon. Says co-owner Karen Erickson: “Her willingness to make fashion a part of her being was just what music and fashion needed to stay exciting and relevant, and for that we say ‘Thank you, Lady Gaga.’”