Lady Gaga Partners With Shopping Site Gilt For Gaga-Inspired Merchandise This Weekend
Fri, 20 May 2011 13:02:34
Go Gaga for Gilt.
Gilt Groupe, Inc., an innovative online shopping destination, and Gilt City, a subsidiary of Gilt offering exclusive access to the best in your city, announced that they are partnering with Streamline/Interscope Records and Lady Gaga in association with the launch of her upcoming album, Born This Way, scheduled for a worldwide release on May 23rd. The album unfortunately leaked online earlier this week.
As the sites prepare to be taken over by fashionable little monsters, the company gears up with an exciting line up of Gaga inspired merchandise and never-available-before access to the world of Gaga. The online event will commence today 12 PM EDT on both Gilt.com and GiltCity.com and will run through Sunday May 22nd at 9 PM.
The sale will contain seven distinct offerings, including pre-orders on the album, two curated sales by Gaga's very own Fashion Director, Nicola Formichetti, a one-of-a-kind Mugler dress worn by Gaga herself and VIP access to special events and experiences surrounding the world of Gaga.
"We are extremely excited to be partnering with Lady Gaga and Streamline/Interscope Records," said Kevin Ryan, CEO, Gilt Groupe. "We have created an innovative online event, running across two of our channels, which will give our members great access to unbelievable experiences and exhilarating style."
Much of Gaga's rise to fashion stardom can be attributed to Nicola Formichetti, who has clothed the superstar for the past three years and speaks of their relationship as an "instant love." The prolific Fashion Director will be bringing Gilt members the opportunity to shop looks that he has curated and styled himself. Nicola has curated looks for both women and men, which will be a mix of street punk and high couture, both aesthetics for which he is acclaimed.
During the event, a dress worn by Gaga to close Mugler's A/W '11 fashion show will also be available for purchase. Form fitted in stocking veil and lactic jersey, with a flesh caged corset in marquisette, it is one of a kind. "The dress is an iconic piece. With this design, we were imagining what Lady Gaga would wear if she were getting married to fashion.," says Nicola Formichetti.
Gilt City will bring Gaga's style to life by providing members exclusive access to Mugler's upcoming fall fashion show in Paris, with backstage passes, after-party tickets, and more. VIP tickets to see Gaga perform at Rumsey Playfield will also be featured on Gilt City. All proceeds from the dress and ticket sales will be donated to Lady Gaga's charity of choice, The Robin Hood Foundation.
To celebrate the launch of the album and musical genius behind it, the sites will be giving fans the chance to pre-order the digital version of the deluxe edition of Born this Way, while Gilt City will be selling VIP access to regional club events for fans to gather and listen to the album in together. These events will take place in New York, Miami, San Francisco, and Los Angeles. Additionally, a curated selection of Lady Gaga's favorite places and experience in New York will also be available on Gilt City so that members can truly live like the superstar herself. From classes at Broadway Dance Center with Gaga's choreographer Laurieann Gibson, to a 10-course tasting menu at Gaga's choice New York tapas restaurant, Caliu Tapas, Gilt City's local experiences will bring to life all things Gaga for its members.
"Gilt members are committed to the site and instantly engaged, just like Gaga's fans. The overlap between the two made a partnership feel natural," commented Dyana Kass, Head of Pop Marketing, Interscope Geffen A&M Records. "We're really excited to combine Gilt's consumer reach with such an anticipated release."
To join Gilt and access the sale, please go here.
To view a teaser of an exclusive video of Nicola behind-the-scenes at the Gilt photo shoot, please go here.
Are you going to shop Gaga-style on Gilt this weekend? Please note: It's my birthday on Saturday and I love Gaga. Just sayin'.