GUESS IN THE SWIM: The new line of Guess swimwear will debut during a fashion show this weekend in the Long Island resort community of Montauk, N.Y.

The swimwear, produced under a license agreement signed earlier this year with Robin Piccone, will be featured during a weekend of events pitting celebrities against models in "The First Annual Model/Celebrity Beach Game Event." Guess is the fashion sponsor for the occasion and will sponsor a tug-of-war, in addition to the swimwear fashion show.

Charities that will benefit include Lifebeat: The Music Industry Fights AIDS; The Montauk Lighthouse Fund; the Animal Rescue Fund, and IDEA: The Institute for the Development of Earth Awareness.

OOH LA LA SAKS: In other Long Island news, Saks Fifth Avenue is trying a French twist to appeal to Hamptons beachgoers.

The retailer opened a Souleiado boutique during the first week of June in its Southampton store. The boutique showcases the French manufacturer's Provencal-inspired line of women's and men's apparel and accessories. The shop, decorated in blue and white, includes swimwear, jeans, scarves, skirts, T-shirts and dresses. Items retail from $50 to $500. According to a Saks spokeswoman, this is the sole Souleiado boutique scheduled to open.

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