With a star-studded first look opening event on Thursday, in-person interactions, and a slew of innovative social posts, Aritzia is making the store’s pre-opening an event itself. Guests including Martha Stewart, Irina Shayk, Laura Harrier, and founder Brian Hill spent Thursday evening wearing chic all-Aritzia looks and celebrating the brand’s commitment to everyday luxury in the heart of New York City. 

Earlier in the week, Aritzia brought a larger-than-life shopping bag to Astor Place, creating an Instagram-friendly temporary sculpture perfect for snapping a selfie on the mirrored side of the bag. The brand has been creating more anticipation on its socials, teasing the flagship’s opening with AR videos of Aritzia in the underground subway station and a giant Aritzia shopping bag driving down Prince Street. A series of taxi, subway, and pizza images show off Aritzia branding, making the city feel like a stylish Aritzia playground.