NEW YORK, Nov 14, 2013/ — Was it only Tuesday night that fashionistas came en masse at H&M Fifth Avenue for the Isabel Marant for H&M Collection? Two days later, fashionistas and music fans alike shut down the streets of Times Square for a street party to celebrate the opening of H&M Times Square hosted by Lady Gaga.
Kicking off the festivities at 12:01 a.m. with a ribbon cutting by Lady Gaga, the store officially opened with the lighting of the H&M logo on top of 4 Times Square.
Lady Gaga was attended by 16 male models dressed in H&M suits and carrying blue gazing balls, as seen on Gaga’s album cover designed by Jeff Koons. The attire was inspired by Lady Gaga’s new album ARTPOP, which is now available for purchase at H&M Times Square and over 175 H&M stores nationwide for an exclusive price of $9.95 while supplies last.
“Last night I was so excited to celebrate my album and the opening of the new amazing Times Square store which had been “Gagafied.” I love the way H&M combines music and fashion it’s something I’ve been doing for a long time. They’re embracing ARTPOP, and I think it’s really cool.”
Lady Gaga herself made a fashion statement wearing a customized piece from the H&M Conscious collection. The pop singer spent time inside the new store with twenty lucky contest winners who were plucked from the line just before the stroke of midnight, helping them shop and signing copies of ARTPOP.
Over 2,500 customers lined up on a glitter carpet outside of H&M Times Square to celebrate New Year’s Eve early with a digital countdown and confetti shooting from the sky at midnight. Delicious treats were passed from H&M branded street carts by servers wearing LED helmets similar to those seen on the mannequins in the store.
Fans of the brand who gathered for the celebration were given access to the best holiday trends once in the store, such as sequined and embroidered knits, lightweight down jackets, and sheer dresses for women; and wool jackets, oxford cotton shirts, and tweed trousers for men. Hourly shopping deals lasted for 24 hours, fueling a high-energy atmosphere fit for one of the most high-traffic neighborhoods in the world.
Customers who shopped the store had the opportunity to explore its exciting interior features such as a virtual runway, LED screens, charging stations equipped with iPads, interactive mannequins, and much more. Attendees also had the chance to be the first worldwide to shop the Isabel Marant for H&M collection.
Photos courtesy of H&M