Is it a K-pop star? Beyoncé? Harry Styles? No — it’s 1000’s of Telfar shopping bags.

Fairly than stage a Latest York Fashion Week show, the brand took a more inclusive approach: it shut down traffic in downtown Brooklyn on Sunday afternoon with its first pop-up shop dedicated to handbags, allowing customers to purchase the viral design in-person.

Telfar Clemens teamed with Rainbow — the nationwide fast-fashion chain — because the pop-up location. The Rainbow on Fulton Street was cleared of each last neon, fishnet legging and cropped corset top to make way for Telfar bags in all sizes and colours — making a literal rainbow of accessories across the shop’s two floors.

Hundreds lined up for the possibility to purchase a maximum of 5 bags of their size and color of alternative. As much as 100 shoppers were allowed in the shop at a time in 10-minute intervals, initiating a sort of Supermarket Sweep frenzy as soon as they crossed the edge. Clemens himself spent the afternoon waving to his fans in line from Rainbow’s upstairs window.

Janice Gooding was amongst those waiting in line within the pouring rain for hours and said it was value it, considering that the event was a “major moment.”

“Just the very fact of even having this in a Rainbow — should you are from a certain area, that’s where you go to your fashion. To have it here is so monumental — it’s for an on a regular basis girl who can also be a cloth girl,” she added.

Fellow Telfar-goer Deanna Thomas said she turned up due to what Telfar and Rainbow each mean inside her own community. “I’m a extremely big fan of Telfar, I saw it on Instagram and said, ‘we have now to go’ because it might be hard to get the luggage online.

“Rainbow is something in our neighborhood, people shop here and it’s very inclusive for individuals who live in Latest York. For me this just symbolizes inclusivity. Rainbow is like Fashion Nova nevertheless it’s a [physical] store, so it’s actually very nice,” she said.

Rainbow, founded in 1935, has greater than 1,300 locations across the US and annual sales exceeding $1.5 billion. Each location, nevertheless, has a neighborhood feel that plays to the broader community around it.

Telfar’s employees and friends on the pop-up all wore special collaboration T-shirts celebrating the Rainbow tie-up, but its unclear if that merchandise will change into available on the market.

Next up, Clemens is planning a web based version of the Rainbow bag drop for many who couldn’t make it to Brooklyn, slotted for Sept. 23 on his brand’s website.