In what has become a happy local tradition, Target is launching a New York pop-up shop April 15 for its Zac Posen collaboration more than a week before the line hits stores nationwide. But though the pop-ups for previous Target collabs like Anna Sui, Rodarte, and Liberty of London each lasted three or four days, the Zac Posen preview will only be open for 24 hours. We suspect this is a reaction to the anticipated high demand; the Liberty for London pop-up was forced to close a day earlier than scheduled after it sold out of most items.
Target is touting the 24-hour event as a “shopping party,” complete with a performance by alt-girl band the Like and D.J. sets throughout the night. You’ll be able to shop the full collection, which won’t hit stores until April 25. Though it’s an optimistic image (will the typically cranky, snaking lines evolve into a spontaneous dance party?), with only a 24-hour window to shop, we’re betting most attendees will approach the pop-up with a particularly heightened grab-and-go impulse. The doors open at 11 p.m. on April 15: We can only imagine the Posen die-hards who will be trolling for tuxedo jackets and swimwear at 3 a.m.
Zac Posen for Target 24-hour Shopping Party, 481 Eighth Ave., at 34th St.; 11 p.m. on 4/15 to 11 p.m. on 4/16.