They have performed together on the Grammys. Now Lady Gaga and Sir Elton John are taking the Macy’s stage. The pop icons are teaming on a limited-edition line of clothing and accessories called Love Bravery which will be sold exclusively beginning Saturday on macys.com and in about 150 Macy stores beginning May 9. Twenty-five percent of each purchase will support the charities championed by the celebrities, the Born This Way Foundation and the Elton John AIDS Foundation. The message behind the Love Bravery collection is to “inspire compassion and combat prejudice,” according to the performers. The line, created in collaboration with Lady Gaga’s sister Natali Germanotta and designer Brandon Maxwell, strives to reflect the artists’ music and style, with bold prints and colors and edgy looks.
There are crop tops, sleeveless T-shirts in black-and-white, heather sweatshirts with tonal graphics, tops with metallic lettering and oversized scarves with piano key prints and interpretations of Lady Gaga’s face. There’s also a range of novelty items like Neoprene backpacks that say “Love;” enamel pins and patches in the shape of moto jackets, electric guitars, microphones, platform shoes and of course, Lady Gaga’s claw, and clutches shaped as sunglasses, pianos and hearts. The collection also includes outerwear, beanies, keychains, speakers, water bottles and skateboards.
Everything in the collection is under $100, with prices from $12 to $99. Apparel will retail from $24 to $59; accessories, $12 to $59. Macy’s is setting up Love Bravery shops, primarily on its main floors for good exposure, and the timing of the shops coordinate with Macy’s annual American Icons campaign, saluting American products.
“It’s an honor to team up with Sir Elton John to create this line with Macy’s,” Lady Gaga said. “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.” Gaga will make an appearance at Macy’s Herald Square but officials couldn’t confirm a date yet. “I love the idea of fusing who you are on the inside — your passions and dreams — with what you wear on the outside,” John said. “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.” “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 outgoing chief marketing officer. Reardon characterized the line as “fun and bold” and “standing 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.”
While being cause-related, Love Bravery furthers Macy’s strategy to build up its stable of celebrity-backed merchandise collections. Earlier this month, the store launched Kelly Ripa Home, a collection of bedding sets, furniture and area rugs. Macy’s celebrity lineup also includes merchandise from Jessica Simpson, Sean John, Ariana Grande, Thalía and Martha Stewart. The retailer no longer sells Donald Trump merchandise. Macy’s said Love Bravery 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 through Aug. 20. John created EJAF over 20 years ago, first in the U.S. in 1992 and then in the U.K. in 1993, to fight the stigma and spread of HIV and AIDS and help people living with the ailments. Since then, the two organizations have raised over $350 million and reached over 150 million people across four continents, including funding some 1,500 programs providing HIV tests to over 20 million people, and treatment prevention for more than 800,000 pregnant woman living with HIV so that they could protect their babies from the virus. The foundation also prioritizes those who are highly vulnerable to HIV and the stigma that surrounds the disease in many parts of the world, such as men who engage in male-to-male sex, people who use drugs and people who sell sex.
The Born This Way Foundation, led by Lady Gaga and her mother Cynthia Germanotta, was founded in 2012 to support the wellness of young people and empower them “to create a kinder and braver world.” Born This Way works with more than 50 nonprofit organizations and has connected more than 150,000 young people with services and programing in their communities. The Foundation has also partnered with the University of Nebraska-Lincoln, the National Council for Behavioral Health and the National Association of School Psychologists to collect data from more than 2,500 young people. This research, presented before the American Psychological Association, raised awareness of how young people view mental-health services and delivery methods.