Nothing says Christmas like marketing gimmicks, so Barneys decision to bring in Lady Gaga into their campaign this holiday season is actually pretty natural, we suppose. The high end retailer will be giving Gaga her own floor in Manhattan—the 5th, which is the men's department—for her own version of Santa's Workshop, called Gaga's Workshop. But... how many of Gaga's little monsters can actually afford to shop there?
The company explained that it will be "a unique collaboration between Lady Gaga and renowned creative talents of artists... and Lady Gaga Fashion Director, Nicola Formichetti, to create Lady Gaga’s interpretation of the iconic Santa’s Workshop." Her yuletide joy will also spill over into the Madison Avenue windows, so there's no escaping it. And from the visuals released so far it seems like there's a strong emphasis on terrifyingly long nails... or, Santa Claws?
Barneys New York CEO, Mark Lee, says, “Partnering with her in this unprecedented collaborative way to create the largest and most all-encompassing holiday theme that Barneys has ever mounted is a thrill. As a New York City landmark, we wanted to celebrate Lady Gaga as a fellow New Yorker and amazing talent.”
Also, we're already talking about Christmas windows.