“That is every single thing on Earth!” Lady Gaga is screams when she sees one of the outfits for her new video to promote her not-yet-launched beauty line. It’s clear she is excited. She greets her production team and cast and crew for the new shoot at a behind the scenes video just posted on her IG to launch her first-ever owned lined of beauty. And surprise, surprise, it is in collaboration with Amazon, of all places. She knows that 51 percent of the country’s households enjoy 2 days shipping, and some 1-day shipping, for free, through Amazon Prime. No wonder then that the Haus Laboratories -- as in House of Gaga -- will debut on July 15th for presale for Prime Day. And savvy Amazon has harnessed all the goodwill and inclusiveness of the superstar in her new line.

What to expect: Haus Labs is a glitter-filled ‘Club Kid’ crescendo: Opulent, inclusive and dramatic, just like the pop star herself. In true Gaga fashion, the party mentality is deeply evident in her brand: Her video is a pastiche of bold colors and textures, celebrating models of all skin tones, ethnicities and gender identities.

With recent introductions of Rihanna’s Fenty Beauty and Kylie Jenners’ Kylie Cosmetics, it came as a surprise that Gaga decided to deviate from launching her line alone to partner with wholesale giant Amazon. But launching with Amazon has its benefits: a company expertly experienced in international distribution and a wealth of Prime customers who can access 1 and 2-day shipping at no additional cost. And, likely, a high majority of Gaga’s ‘Little Monsters’ are already subscribed to the company, as eMarketing released a recent report that 51.3% of US households are Prime members, removing the friction of high shipping costs and the growing pains often associated with a new brand’s launch.

HL is Amazon’s first foray into high-end cosmetics, a space long-dominated by beauty giants Sephora and Ulta, an oligarchy Amazon is looking to disrupt. While Amazon has taken steps to solidify themselves in the industry by unveiling the private in-house label makeup line ‘Find’, many customers still look to brick and mortars to be able to test out the product. So what advantage does partnering with the online giant afford Lady Gaga besides a wealth of knowledge of supply chains? Complete creative control. While speaking to Business of Fashion, Gaga crystalized this, saying: “There are companies that see me and what I stand for and the way that I view the world, and if it’s not perfectly in line with what they do…they’ll be like, “Can you just change half of the equation?” The answer is no. No deal. No message of self-acceptance, no deal. This was so wonderful because this was like, “Let’s make a deal, let’s make a deal to change the world with their beauty.” This self-acceptance is undoubtedly intertwined with the acceptance of her fans, or ‘Little Monsters.’ Gaga has long been a voice for the LGBTQ community, and this inclusion is evident in the HL launch which featured The Dupont Twins, a genderfluid duo as two of the models.

It comes as no surprise that Gaga, a fashion icon in her own right and one of the most daring, experimental artists of the decade, is branching out into another creative venture. Haus Laboratories is available for pre-order on July 15th, and we’re willing to wager a bet that, much like the mogul behind the beauty, we should expect the unexpected.

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