Lady Gaga and Sir Elton John Join Macy’s Celebrity Lineup

By

Obi Anyanwu

Published
Apr 27, 2016

Macy’s announced on Wednesday a partnership with Grammy Award-winning icons Lady Gaga and Sir Elton John to create the Love Bravery clothing line. The limited edition line is part of Macy’s American Icons campaign.

 
Created in collaboration with Lady Gaga’s sister Natali Germanotta and designer Brandon Maxwell, Love Bravery spans several categories, including shirts, sweats, outerwear, clutches, backpacks, scarves, beanies, keychains, pins, speakers, skateboards and water bottles in vibrant graphic prints. Love Bravery is the first in a series of activations aimed to make people feel proud of who they are. The activations will roll out over the coming months.

In addition, 25% of the purchase prices for Love Bravery will benefit Lady Gaga’s Born This Way Foundation and the Elton John AIDS Foundation.

“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.”
 
The Born This Way Foundation supports the wellness of young people and empowers them to create a kinder, braver world by fostering meaningful partnerships based on social emotional learning and mental health awareness and resources. The Elton John AIDS Foundation raises funds for evidence-based programs that challenge stigma, reduce the spread of HIV and prevent people from getting sick and dying of AIDS. The two foundations brought together a diverse group of people to showcase the new line in the spring campaign.
 
Love Bravery will be sold exclusively at Macy’s this spring and will be available globally later this year.