The 21-year-old former Disney star was greeted by hundreds of adoring fans at a Kmart store in the city on Wednesday afternoon (24 July).
Selena looked casual and pretty in jeans, lace-patterned white shirt and simple grey blazer, with her trademark dark locks glossy and curled.
Yesterday's event was also to celebrate Selena's 21st birthday on Monday. Yep, she now shares a birthday with His Royal Highness Prince George of Cambridge!
During the event at Kmart Astor Place, the singer shared the inspiration behind her favourite pieces from the collection before being gifted with a giant birthday cake.
By our count, that's her second this week, following a 'taco' cake presented by friends on Monday.
She'll have another birthday celebration this weekend when she throws a gypsy-themed party for her friends.
Aside from promoting her clothing range – and celebrating her birthday – the Wizards of Waverly Place star has been on a publicity blitz for brand new album Stars Dance, which features the infectious single 'Come & Get It' and new effort 'Birthday'.
Watch Selena's brand new 'Birthday' music video below - she knows how to party!
Joey Essex, Prince George, One Direction: top stories from Wednesday, 24 July in pictures
Copyright: WENN Craig Harris