Through interactive movement on cosmetics brand MAC’s AIDS Fund website, Lady Gaga and her Haus of Gaga fashion director Nicola Formichetti have leveraged the powerful voices of the New York’s native “monsters” to raise awareness of HIV/AIDS. Participants and Gaga fans contributed self-portraits, shared information about the disease and encouraged friends to “live with passion and love with protection” across their personal social networks which has resulted in a video called The Masterpiece.
Gaga, who has helped raise $55 million for the VIVA GLAM initiative, told USA Today:
“It’s always been important to me, as it’s for my generation, a most relevant consideration when you’re growing up. Sex doesn’t mean nothing; sex means so much. What I hope to do with this campaign is to not only raise awareness for AIDS and HIV but raise the awareness that it’s okay and wonderful and beautiful to love yourself and be happy and to honor your body and to use a condom or say no.”
Directed by Ruth Hogben, the short video is in true Gaga style with the all the eccentricities you would expect from the singer. Through the collage of Gaga fans, the singer appears in the masterpiece—a barely there specially designed silk gown by Formichetti—blows glitter and wears sky-high heels to an unexpectedly subdued soundtrack.
Lady Gaga shares the title of being a spokesperson for the brand with the likes of RuPaul, Elton John, Cyndi Lauper and Mary J. Blige, while Nicki Minaj and Ricky Martin will take over next year.