Macy's (NYSE:M) is partnering with Sir Elton John and Lady Gaga to create a new line of clothing and accessories with a purpose.
Love Bravery is "a high-spirited, limited-edition line of clothing and accessories that inspire compassion and combat prejudice," according to the company. It will be part of Macy's American Icons campaign.
The collection spans several categories, including shirts, sweats, outerwear, clutches, backpacks, scarves, beanies, keychains and pins. It will also include audio speakers, water bottles and skateboards. All will be in vibrant graphic prints and designs that fuse both artists' musical talents and style.
"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."
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. It will be made 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. Born This Way Foundation supports the wellness of young people and empowers 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 and mental health awareness and resources."
Macy's joins a growing number of retailers voicing a commitment to social issues that matter to younger shoppers, as companies try to make stores more relevant to millennials and Generation Z.
The collaboration is also an extension of Macy's millennial-focused initiatives including the new Backstage off-price outlets and the new Etsy shop at One Below in Macy's Herald Square location.
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