Last night, omni-stylist/creative director Nicola Formichetti bid adieu to his futuristic New York City pop-up shop in style with the debut of a new Lady Gaga video (the temporary outlet closes today, but fear not: online shopping starts tomorrow). In the clip, Formichetti's muse performs "Yoü and I" for famed fashion cinematographers Ines & Vinoodh. The premiere tops off Gaga's influence on the shop: Though Gaga was a no-show at the shop's opening during Fashion week, her impact on the decor and atmosphere of the emporium was palpable.
Ostensibly a moving photo shoot, the stark black and white clip was shot during the filming of the single's mainstream video, and simply features the singer in a backstage setting. Being a Gaga clip (and an Ines & Vinoodh work), naturally there's a twist: she's performing as her writhing and smoking mermaid alter ego, Yüyi, while Formichetti and other members of the elusive "Haus of Gaga" make momentary expressive cameos. The Truth or Dare parallels in execution are obviously intentional — can it be long before a Gaga tell-all follows suit?
Watch "HAUS OF Ü ft. YÜYI":
• Behind The Video: Zana Bayne's Leather In Lady Gaga's "Yoü and I" Video
• Video: Lady Gaga's "Yoü and I"
• Photos: Lady Gaga's Best Looks
• Gaga and Gaultier's Fashion Film Sets September Premiere Date