Lady Gaga Invasion on Gilt Groupe and Gilt CityMay 18, 2011
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 today 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 23, 2011).
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 at 12pm EDT on Friday, May 20th—on both Gilt.com and GiltCity.com—and run through Sunday May 22nd, 9pm. The sale will contain seven distinct offerings, including pre-orders on the album, two curated sales by her 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,” says 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, 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 to www.gilt.com/ladygaga
To view a teaser of an exclusive video of Nicola behind-the-scenes at the Gilt photo shoot, please go to:
To follow on Twitter, please go to #GiltGaga
About Gilt Groupe, Inc.
Gilt Groupe, www.gilt.com, is an innovative online shopping destination offering its members special access to the most inspiring merchandise and experiences every day, many at insider prices. Gilt continually searches the world for the most coveted brands, including fashion for women, men and children, home décor, hotels and travel experiences on every continent, and unique activities in a growing list of cities and destinations. We believe that every day is an opportunity to inspire and be inspired.
About Gilt City
Gilt City provides access to unique and coveted lifestyle experience in the world’s most dynamic cities—at insider prices. Each sale lasts seven days and features a city’s most sought-after restaurants, spas, concerts, cultural offerings and more. Gilt City currently features offers in New York, Boston, Chicago, Miami, San Francisco, Los Angeles and Tokyo. A subsidiary of Gilt Groupe Inc., Gilt City is headquartered in New York City with local curators in each market. To find out more please visit www.giltcity.com
About Nicola Formichetti
Nicola Formichetti is the creative force behind some of the world’s most influential brands, publications, and individuals. As the Fashion Director to Lady Gaga and the nucleus to Haus of Gaga, Nicola has collaborated with her on some of the most memorable imagery, red carpet creations, performances, and moments in recent pop culture history. For the Fall/Winter 2011 season, Nicola debuted his first mens and womenswear collections as the Creative Director of Mugler – where he also showcased his first fashion film for the atelier. Nicola serves as both Stylist and Creative Director to the uber-cool Japanese mega brand, Uniqlo, and as a Fashion Editor for V Magazine and V Man. He’s also the Fashion Director for Vogue Hommes Japan, where he oversees everything from production to styling – including the magazine’s first iPad application. Amongst his many accomplishments, in December 2010, Nicola was awarded the Isabella Blow Award for Fashion Creator by the British Fashion Council.
About Interscope Geffen A&M Records
Combining the legacies of three of the most influential record labels in modern music history, Interscope Geffen A&M Records embarked on a new tradition of musical achievement with its unification on January 1, 1999. Headed by Chairman Jimmy Iovine, Interscope Geffen A&M is a major force in global music, developing chart-topping artists across a wide range of musical genres including rock, rap, pop and alternative. Interscope Geffen A&M Records is part of Universal Music Group, the world’s largest music company.