Shoppers who brave long lines outside mega-retailers on the eve of designer collaborations are a devoted bunch – but those outside H&M’s Times Square new “high-tech” flagship on Wednesday night were particularly die-hard. Their ardor was easily explained: Lady Gaga officiated the event, arriving just in time (albeit not in a UFO dress) on a bright pink double-decker bus to cut the ribbon and meet with shoppers — and, of course, to promote ARTPOP. (The event was also conveniently timed with the official unveiling of the Isabel Marant for H&M collection.) In the frigid temperatures, there were horns, feathered headpieces, and one homemade portrait of Gaga. Click through our slideshow for some of our favorite images of the crowd.