As Isabel Marant for H&M goes on sale in the UK today, across the pond, New Yorkers are busy sizing up the Swedish high street brands new Times Square flagship.
On hand to open it was none other than Lady Gaga. In scenes not dissimilar to this weeks premiere, fans queued through the night for a glimpse of their idol, who was ready to declare the doors to the 42,000-square-foot store open at the stroke of midnight.
After a string of characteristically-Gaga outfits, flaunted during her recent London trip to promote ARTPOP, the pop queens look was notably more restrained. The singer chose to wear a hand-painted H&M jumpsuit - customised by designer/stylist Kerin Rose - teamed with pretty blonde waves and barely-there make-up. Gaga did up the ante with a pair of towering fetish boots, though.
Copies of ARTPOP will be sold in a number of US H&M stores, as part of the singers partnership with the high street favourite.
