Love Bravery label launches at Macy's

On May 19 at Macy’s, the Love Bravery Collection debuted with an event in the atrium fountain lower level at the chain’s State Street location. Musicians Lady Gaga and Elton John collaborated on the clothing and accessories line, which features items retailing for under $100 and has a mission to fight prejudice.

In Chicago, treats were given out and photo ops were offered to give new face to the artist’s album covers. DJ Avi Sic! played the Gaga-infused tunes while MAC provided makeup touch-ups to guests.

During a similar recent event in New York, singer Lady Gaga attended to mingle with her fans. Gaga’s sister, Natali Germanotta, and designer Brandon Maxwell helped with the fashion brand but did not visit the Chicago event.

For each item of the collection that is sold, 25 percent of the proceeds will be donated to the Born This Way Foundation to support work with the Elton John AIDS Foundation.

The limited-edition line will be available until Aug. 20. More information can be found at Macys.com.

Photos and text by Jerry Nunn

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