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Gucci threw its hat into the ring of pop-up shop phenomena with a bash to celebrate the opening of Gucci Icon-Temporary New York in SoHo Friday night. The Crosby Street space will be in business for two weeks, selling mainly an exclusive footwear line designed by music “It” boy Mark Ronson.


This story first appeared in the October 27, 2009 issue of WWD.  Subscribe Today.

“I used to be an avid sneaker collector,” explained Ronson, who also produced a special LP for Gucci under the band name Chauffeur. “You want to have kids lining up to get it.”


And while trainers may not be the most obvious of fashionista longings, celebs like Mary J Blige, Claire Danes and Mischa Barton admired the multi-colored boat shoe and high top confections between bites of macaroni balls (over the weekend, Gucci sold over a hundred pairs of the $500 a pop kicks).


“They’re making me a special pair because they don’t have them in my size,” said Ann Dexter-Jones. “But I bought my Gucci suit because I like it and I don’t want to give it back.”


Even Frida Giannini, working the room in towering stilettos, copped to some sneaker affection. “[I don’t wear them] everyday, most of the time I have too many commitments,” she admitted. “But I wear them in my free time.”


Not so Evan Rachel Wood. “I’m a high heel aficionado,” she smiled.


After casing the store, guests flocked to the Bowery Hotel for an after-party where Chauffeur performed a self-described nine minute set, Kirsten Dunst hid from photographers and a black leather-clad James Franco had girls trailing him. “I’m not a fashion guy,” insisted the actor-student and Gucci campaign boy. “If they didn’t give me clothes, I wouldn’t know what to wear.”

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