Macy’s has partnered with Grammy winner Lady Gaga and Tony and Oscar winner Sir Elton John (The Lion King, Aida, Billy Elliot The Musical, Lestat) to create Love Bravery, which 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 includes shirts, sweats, outerwear, clutches, backpacks, scarves, beanies, keychains, pins, speakers, water bottles and skateboards, all rendered in vibrant graphic prints and designs that fuse both artists’ 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 in a statement. “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,” added 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.”
“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,” stated 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."
Love Bravery will be sold 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 August 30, will be made to Born This Way Foundation, which will use 50 percent to support the Elton John AIDS Foundation.