E-commerce royalty Gilt Groupe is helping pop queen Lady Gaga to promote her new album, Born This Way, by offering a slew of Gaga-centric flash-sale events. Starting at noon EST on May 20, both Gilt (the company's main hub) and Gilt City (their city-based sales site) will release a series of men's and women's merchandise, curated by Nicola Formichetti—Mugler's creative director and Gaga's stylist. But there's more.

Today, WWD revealed that not only will the partnership consist of a two-day product sale, but they're also offering tickets to the Mugler fall 2011 fashion show in Paris and VIP access to Gaga's next concert in New York City.

Good for Gilt. Teaming up with well-known figures to produce creative flash sales is a great way to drive awareness to their brand. We just hope they stay selective.