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, 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.
This Smart News Release features multimedia.
View the full release here:
http://www.businesswire.com/news/home/20160427005933/en/
Lady Gaga and Sir Elton John partner with
Macy’s on new limited-edition line, Love Bravery, available
exclusively at Macy’s stores and macys.com this Spring (Photo:
Business Wire)
“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. “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.
“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.”
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 benefitting 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.
About Macy’s
Macy's, the largest retail brand of Macy's, Inc. (NYSE:M),
delivers fashion and affordable luxury to customers at
approximately 730 locations in 45 states, the District of Columbia,
Puerto Rico and Guam, as well as to customers in the U.S. and more
than 100 international destinations through its leading online
store at macys.com. Via its stores, e-commerce site, mobile and
social platforms, Macy's offers distinctive assortments including
the most desired family of exclusive and fashion brands for him,
her and home. Macy's is known for such epic events as Macy's 4th of
July Fireworks® and the Macy's Thanksgiving Day Parade®, as well as
spectacular fashion shows, culinary events, flower shows and
celebrity appearances. Macy's flagship stores -- including Herald
Square in New York City, Union Square in San Francisco, State
Street in Chicago, and Dadeland in Miami and South Coast Plaza in
southern California -- are known internationally and are leading
destinations for visitors. Building on a more than 150-year
tradition, and with the collective support of customers and
employees, Macy's helps strengthen communities by supporting local
and national charities giving more than $69 million each year to
help make a difference in the lives of our customers.
For Macy’s media materials, including images and contacts,
please visit our online pressroom at macys.com/pressroom.
About Elton John AIDS Foundation
The Elton John AIDS Foundation (EJAF) is dedicated to
reducing the spread of HIV/AIDS through innovative HIV prevention
programs, eliminating the stigma and discrimination associated with
HIV/AIDS and supporting direct care for people living with
HIV/AIDS.
Sir Elton John created EJAF over twenty years ago, first in the
United States in 1992 and then in the United Kingdom in
1993. Since then, the two organizations have raised
nearly £220m (over $350m) and reached over 150 million people
across four continents. We work with local, national and
international organizations to provide non-discriminatory HIV
information, testing and treatment services that stop people
becoming infected with HIV or getting sick and dying of AIDS.
This has meant funding some 1,500 programs including 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 HIV virus. The Foundation also
prioritizes those who are highly vulnerable to HIV and the stigma
that surrounds it 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.
Our work with Love Bravery will go towards prevention and treatment
programs for adolescents living with HIV. AIDS is the second
leading cause of death for 10-19 year olds worldwide.
www.ejaf.org/London
About Born This Way Foundation
Led by Lady Gaga and her mother Cynthia Germanotta, Born This
Way Foundation was founded in 2012 to support the wellness of young
people and empower them to create a kinder and braver world. Born
This Way Foundation achieves this by shining a light on real
people, quality research, and authentic partnerships. Working with
more than 50 non-profit organizations, Born This Way Foundation 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, improved our understanding of young people’s views of
mental-health services and delivery methods.
Visit us at bornthisway.foundation.
View source
version on businesswire.com: http://www.businesswire.com/news/home/20160427005933/en/
Macy’sHolly Thomas,
646-429-5250holly.thomas@macys.comorMacy’sJulie Strider Fukami,
646-429-5213julie.striderfukami@macys.com
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