• by Sarah Mahoney  @mahoney_sarah, April 27, 2016

For the latest expansion of its American Icons campaign, Macy’s is going for star power, with a line of clothing and accessories fronted by Lady Gaga and Sir Elton John.

Called Love Bravery, the limited edition collection includes shirts, sweats, outerwear, clutches, scarves, beanies and backpacks, and even extends to accessories like skateboards, speakers, and water bottles. Macy’s say the line is intended to “inspire compassion and combat prejudice,” and 25% of the purchase price going to Lady Gaga’s Born That Way Foundation, and Elton John AIDS Foundation.

To come up with the line, which includes oversize piano keys and plenty of ways to show off your little monster, designer Brandon Maxwell collaborated with Natali Germanotta, Lady Gaga’s sister.

The line goes on sale this spring.

“Lady Gaga and Sir Elton John are champions of self-love, courage, empathy and kindness, and Love Bravery represents all of those tenets,” says Martine Reardon, Macy’s CMO, in the company’s release. (Macy’s recently announced Reardon is leaving the company soon.)  “We are so proud to present a line that is not only fun and bold, but also stands for something so meaningful and important. Macy’s is honored to partner with them to spread the message of love and acceptance.”

Young people from both foundations came together to showcase the new clothing, and plans call for them to share content on social media to support the launch. While Love Bravery is scheduled to be available just through the end of August, the company says it’s just the first in a series of efforts planned for the months ahead “to make people feel proud of who they are.”

Macy’s has been struggling with declining sales, and is looking for ways to deepen its connection with shoppers. In its latest quarterly results, comparable-store sales dropped 4.8%, and for the full year, those sales fell 3%.