The Times Square H&M is located at at 42nd Street...

The Times Square H&M is located at at 42nd Street and Broadway. Credit: Newsday / Nina Ruggiero

Times Square is about to get even flashier.

H&M opens its enormous flagship store at midnight, complete with 3-1/2 floors, sweeping city views, lit-up logos visible from Connecticut and New Jersey, and a ribbon-cutting by Lady Gaga. (Who else?)

Shoppers started lining up outside throughout the day Wednesday, and though it will be crowded, the loud store is surprisingly made to provide a more relaxing shopping experience. Among the fashion for women, men, teens and kids are couches, charging stations and iPads for browsing. Guests who like what they see while trying clothes on (or on the runway, equipped with cameras that snap you in your best looks) can easily be rung up right in the dressing room area.

The store will be the first in the world to unveil the coveted Isabel Marant collection at 1 a.m. (Access to the women's section will be allowed in 20-minute time slots, and the men's and kids' are open to all.) And fashion-lovers will also find an amped-up array of accessories and shoes.

"It's a fashion explosion," says Daniel Kulle, H&M North America president. "It's extremely fun." In addition to the always affordable basics, women will find cashmere sweaters, men merino wool suits and ties. Mirrors, hanging mannequins, LED screens with shopper photos and gleaming silver decor complete the atmosphere.

Once the store opens it will remain open for 24 hours, offering specials each hour, listed below.

ONE-DAYSALE5¢ a week for 5 6 months

Get Unlimited Access

Cancel anytime