H&M’s Surprising New Collaborator: Lady Gaga
Mega-retailer H&M is well-known for its major collaborations—designer brands like Maison Martin Margiela, Versace, and forthcoming from Isabel Marant have partnered up with the brand—so the idea that they would team up with a pop cultural figure is no surprise. But their latest project with Lady Gaga has taken us more than a bit by surprise.
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According to Billboard, H&M has signed on to sell a limited number of Gaga’s just-released album “ARTPOP” in more than 175 of their international stores for $10 a piece. As a culmination of the pair’s work together, Gaga will also be on-hand to help H&M open their 42,000 square foot Times Square location November 14 in New York, where she will officially light the H&M logo atop 4 Times Square—also known as the Condé Nast building.
“This is truly a milestone moment for H&M, to have a footprint at the crossroads of the world and own a piece of the NYC skyline with our brand illuminated on top of this impressive building,” Daniel Kulle, the U.S. President for H&M, said in a statement. “With over 7,000 square feet of LED screens, and a 53-foot glitter wall in this groundbreaking location, we knew we had to partner with a star who shines as bright as the store.”
This isn’t the first time H&M has partnered with a pop mega-star. Back in 2006, they entered into a collaboration with Madonna, who designed a capsule collection for them that launched in 2007. She also starred in a series of campaigns and had her music blasted in the stores. It would seem that (not entirely surprisingly) Gaga is, yet again, following in the footsteps of one Madge.
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The only big question we have: will Gaga wear H&M to the big H&M store reveal/lighting? We can totally see her in the futuristic designs of Minju Kim, who won H&M’s Design Award this year. Keep your eyes peeled come Thursday, when the big reveal goes down!
