Geelong brand Cotton On launches charity collaboration with Lady Gaga

A Geelong brand has launched a collaboration with a US pop star in a bid to raise awareness around mental health.

Lady Gaga’s Born This Way Charity has launched a collaboration with Cotton On.

Geelong’s Cotton On has joined forces with Lady Gaga in a bid to raise $5m for mental health.

Cotton On on Thursday announced its partnership with the Born This Way Foundation, co-founded by the US superstar and her mum Cynthia Germanotta.

Ms Germanotta visited the brand’s North Geelong headquarters to officially launch the collaboration alongside Cotton On Foundation general manager Tim Diamond on Thursday.

Under the partnership, Cotton On will sell a range of limited-edition products including caps, T-shirts, stationary and a denim jacket until October 10.

Shoppers can also nominate local health organisations in a raft of countries to receive up to $150,000 as part of a ‘Kindness in Community’ fund.

Tim Diamond and Cynthia Bissett Germanotta with Born This Way Foundation Advisory Board Member Nikoletta and Prospira Global Founder Elisha London

Mr Diamond told the Geelong Advertiser the partnership came about after the company asked a survey of customers where they wanted to see its charitable efforts focused.

“We went out with a 15 minute survey, and set out finding the space,” he said.

Ms Germanotta said she was passionate about funding mental health resources because of her own daughter’s journey.

“My journey here is both her journey, and that of all the young people we’ve heard along the way, and finding hope and inspiration in one another,” she said.

“We hope this partnership will accelerate the delivery of tangible resources, skills, and grassroots support necessary to build kinder, braver communities that value and improve mental health.”

Originally published as Geelong brand Cotton On launches charity collaboration with Lady Gaga