Lady Gaga has just launched her Joanne World Tour merchandise collection. Along with T-shirts featuring images of the star herself, Gaga’s online fashion offering is more than a nod to Ukrainian creativity.
Fans can purchase tour tees by Ukrainian designers, including LVMH Prize-nominated designer Anton Belinskiy, Masha Reva, Yulia Yefimtchuk, Zirochka Ukraine, Yana Chervinska, and underground label Drag & Drop. Not only tapping Ukrainian talent in terms of fashion design, the production of the lookbook was inspired by Ukraine itself and saw collaboration between Ukrainian photography duo Tania Shcheglova and Roman Noven, known as Synchrodogs; Kiev-based stylist and designer for Zirochka Ukraine, Dariia Lagenberg; and modeling agency Cat-b.
“We felt that [the] Ukrainian landscape would be a perfect fit for the lookbook as it is so different every time, sometimes raw and messy, still full of harmony, strong, even intense. We like combining things that look like they should never be together,” Shcheglova stated in an interview with Vogue.com.
See the lookbook here.
Lady Gaga is not the only music act to work with New East fashion stars in recent times — French electronic duo Daft Punk recently announced that their new merch pop-up would feature pieces exclusively designed by the likes of Gosha Rubchinskiy.