Lady Gaga & Elton John launch Macy’s line
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Lady Gaga, Elton John and department store chain Macy’s have launched a limited edition clothing range for charity.
Love Bravery is described as “a high-spirited, limited-edition line of clothing and accessories that inspire compassion and combat prejudice”. Available as part of Macy’s American Icons campaign, Love Bravery spans several categories, including shirts, sweats, outerwear, clutches, backpacks, scarves, beanies, keychains, pins, and even speakers, water bottles and skateboards, all rendered in vibrant graphic prints and designs that fuse both artists’ renowned musical talent and style.
“It’s an honor to team up with Sir Elton John to create this line with Macy’s,” said Lady Gaga. “We need to make the world a kinder and braver place where men and women everywhere are empowered to live with compassion. That’s what Born This Way Foundation is all about, that’s what the Elton John AIDS Foundation is all about, and that’s what Love Bravery is all about.”
“I love the idea of fusing who you are on the inside – your passions and dreams – with what you wear on the outside,” said Sir Elton John.
“Love Bravery is about the compassion on the inside to understand someone’s fears, and the bravery on the outside to stand up for them, and for yourself: to accept others for who they are and to be who you want to be. It’s what I’ve tried to do in my life, my career and with the Elton John AIDS Foundation, and it’s a passion Lady Gaga and I share. So I’m thrilled we are collaborating on this project and delighted Macy’s understood our dream to connect with people this way.”
Created in collaboration with Lady Gaga’s sister, Natali Germanotta, and designer Brandon Maxwell, the limited line boasts fresh crop tops and sleeveless tees in stark black-and-white, while heather sweatshirts with tonal graphics and tops with metallic lettering are edgy updates to the athleisure trend. Oversized scarves with piano key prints and artistic interpretations of Lady Gaga’s face are stylishly offbeat, and neoprene backpacks that say “Love” and also have piano key prints are super cool must-haves. With enamel pins and patches in the shape of moto jackets, electric guitars, microphones, platform shoes and Lady Gaga’s infamous claw, the options to show off your inner little monster are endless. Clutches in the shape of sunglasses, pianos and hearts are unapologetically fun and sassy.
“It’s an honor to team up with Sir Elton John to create this line with Macy’s,”
“In addition to being deeply talented musical artists, Lady Gaga and Sir Elton John are champions of self-love, courage, empathy and kindness, and Love Bravery represents all of those tenets,” said Martine Reardon, Macy’s chief marketing officer.
“We are so proud to present a line that is not only fun and bold, but also stands for something so meaningful and important. The work they do through Born This Way Foundation and the Elton John AIDS Foundation is invaluable and truly changes lives, and Macy’s is honored to partner with them to spread the message of love and acceptance.”
Born This Way Foundation is committed to supporting the wellness of young people and empowering them to create a kinder and braver world by shining a light on real people, supporting quality research, and fostering meaningful partnerships focused on social emotional learning (SEL) and mental health awareness and resources. The Elton John AIDS Foundation raises much-needed funds for evidence-based programs that give people the information and tools to protect and care for themselves and those they love – challenging stigma, reducing the spread of HIV and preventing people from getting sick or dying of AIDS.
The foundations brought together a diverse array of young people to showcase the Love Bravery apparel and will be sharing content from that campaign this spring. The limited-edition line with Macy’s is the first in a series of activations which are planned for the coming months to make people feel proud of who they are.
Love Bravery will be sold exclusively at Macy’s this spring, with 25 per cent of the purchase price benefiting Born This Way Foundation and the Elton John AIDS Foundation, and will be available globally later this year. All donations from the limited-edition line, on sale through August 30, will be made to Born This Way Foundation, which will use 50 per cent to support the Elton John AIDS Foundation.
Questions & Answers
Q.What specific types of products are included in the Love Bravery clothing range?
What specific types of products are included in the Love Bravery clothing range?
The range includes shirts, sweats, outerwear, clutches, backpacks, scarves, beanies, keychains, pins, speakers, water bottles, and skateboards. There are also crop tops, sleeveless tees, heather sweatshirts, and items with piano key prints.
Q.Which charities will benefit from the sales of the Love Bravery line?
Which charities will benefit from the sales of the Love Bravery line?
The Born This Way Foundation and the Elton John AIDS Foundation will benefit. 25% of the purchase price will go to the charities, with 50% of the Born This Way Foundation's share supporting the Elton John AIDS Foundation.
Q.Who collaborated on the design of the Love Bravery collection with Lady Gaga and Elton John?
Who collaborated on the design of the Love Bravery collection with Lady Gaga and Elton John?
Lady Gaga's sister, Natali Germanotta, and designer Brandon Maxwell collaborated on the design of the limited-edition line. Macy's also understood the artists' vision for the project.
Q.When and where will the Love Bravery collection be available for purchase?
When and where will the Love Bravery collection be available for purchase?
The collection is available exclusively at Macy’s this spring and will be sold globally later this year. Donations from the line will be made until August 30.
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