Thursday, April 28, 2016

Lady Gaga & Elton John Create Macy's Exclusive Clothing Line

Macy’s has recruited Lady Gaga and Elton John for a limited-edition line of clothing and accessories called “Love Bravery” that will also raise money for their respective foundations.

The department store said on Wednesday that the line runs the gamut from shorts, outerwear and backpacks to scarves with piano prints and even skateboards. The products come in vivid graphic prints that reflect both singers’ legendary flamboyance and are aimed at fighting prejudice. The “Love Bravery” effort is part of Macy’s American Icons campaign, an annual event that showcases American products. (Elton John is British though.)

The items in the collection, available through August, will range from $12 to $99 and go on sale May 9 online and at 150 of Macy’s 750 or so stores. Macy’s will set up “Love Bravery” shops in prime locations. The line has been created by Lady Gaga’s sister, Natali Germanotta, and designer Brandon Maxwell.

Some 25% of sales will benefit Gaga’s Born This Way Foundation, named for her classic gay anthem and aimed at fostering acceptance and mental wellbeing among young people, and the Elton John AIDS Foundation.

The line comes as Macy’s is trying to get more shoppers into its stores and halt a sales decline: Comparable sales fell 2.5% last year, and Macy’s has told investors to expect a 1% drop this year. It also help Macy’s beef up its popular celebrity lines, which include the recently launched Kelly Ripa Home collection of bedding sets, furniture, and area rugs, as well as merchandise bearing the names of Jessica Simpson, Sean John, Ariana Grande, ThalĂ­a, and Martha Stewart.

- Fortune

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 revered inimitable style.

“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.”

Lady Gaga and Elton John's Love Bravery collection lands online via the Macy's site this weekend and arrives in 150 Macy's stores as of May 9.

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