Missoni, an Italian fashion house known for its zigzag patterns, created a pop-up store in Midtown Manhattan to promote Missoni x Target, a 400-piece collection created for discount retailer Target.
A limited number of items were on sale from the collection ahead of the products' launch later this month. Hundreds of fans lined up, hoping to make a purchase.
Target had been building buzz for the brand with a Tumblr-based marketing campaign, "written" by a 25-foot-tall mannequin named Marina.
Marina, who has been popping up all over New York this Fashion Week, has been updating followers about her whereabouts on Twitter.