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As “Poker Face” blared on the loudspeakers, Lady Gaga appeared briefly at Macy’s Herald Square Wednesday afternoon to launch her “Love Bravery” limited-edition collection, done in collaboration with Sir Elton John as well as Lady Gaga’s sister Natali Germanotta and designer Brandon Maxwell. A huge crowd awaited the pop star — hundreds in the middle of the main floor and hundreds more lining the mezzanines — and Gaga didn’t disappoint, making a grand entrance through two makeshift doors sandwiched between Laura Mercier and Elizabeth Arden, with a huge graphic of her and John that swung open to unveil the Love Bravery shop. Gaga, accompanied by David Furnish, made it clear the store visit wasn’t commercial. “The reason we are here today is not to sell clothing, not our Elton John, David Furnish and Lady Gaga clothing line. It’s about physical and emotional well being” and “the intersection of love and bravery…You must be willing to understand the pain of others. I hope you are willing to get hurt.”

She did slip in a word about the fashion, however. “I made this jacket this morning. I think it will look good on you. I will see you later.”

Twenty-five percent of each purchase from the collection will support the Born This Way Foundation, championed by Gaga, and the Elton John AIDS Foundation, chaired by Furnish. “What runs through our veins is love,” said Furnish. “We hope to spread the virus of compassion, understanding, love and bravery all over the world.”

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