On July 27, Target will stage a fall fashion show at Rockefeller Center featuring its own brand, in addition to its popular labels like Liz Lange, Mossimo, and Isaac. While that may be quite the norm, their approach to doing so—in the form of a vertical fashion show—is not. Harnessed models will descend the sides of two buildings in the middle of Rockefeller Center, modeling the clothing and accessories while traversing down a vertical red carpet as guests watch.

This may seem like a novel idea, but it isn’t the first time the Target Corporation has attempted it. Reaching into its archival bucket of ideas, this upcoming NYC event is reminiscent of September 2003, when Marshall Field’s State Street store—then under the Target Corp. wing—staged a publicity stunt to reintroduce its delivery service for customers via London-style taxis. The highlight of the event was the vertical fashion show, which had a group of European athletes, suspended in harnesses, descending down the store’s 11-story façade.

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