Wednesday, May 4, 2016 NYC
By: Mike Leventhal Staff Writer
25% of the purchase price of Love Bravery will benefit Born This Way Foundation and Elton John AIDS Foundation
The limited-edition line launches this spring as part of Macy’s American Icons campaign
Macy’s has partnered with Grammy® and Golden Globe®-winning icon Lady Gaga, as well as Grammy, Tony® and Academy Award®-winning legend Sir Elton John to create Love Bravery, 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, key chains, 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.
Elton John did not attend the media event watched by hundreds of customers that waited for hours in Macy’s.
“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 in a press release. “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.
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 percent 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 Aug. 30, 2016, will be made to Born This Way Foundation, which will use 50 percent to support the Elton John AIDS Foundation.