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Shopping typically isn’t fun for the whole family, but Stella McCartney proved otherwise Monday at her East Hampton pop-up shop. She topped off the brief three-day stint at garage-turned-gallery The Fireplace Project with a playful picnic replete with pony rides, piñatas and enough candy to give a nanny nightmares. “No more sweets,” said McCartney, wrestling some sugary concoction from her two-year-old daughter, Bailey, who has two brothers, Miller, 4, and Beckett, 1. “I always like to be able to bring my kids with me now that I have so many of them,” said the designer.

She wasn’t alone. Gwyneth Paltrow; Naomi Watts and Liev Schreiber, and Sir Paul McCartney were among McCartney’s fashionable friends and family who arrived in supercasual attire with their towheads (Apple and Moses; Alexander, and Beatrice, respectively) in tow.

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

Even with all the festive fanfare — face painting, bunnies, you name it — to entertain the junior set, it was hard for the grown-ups, including Jessica Seinfeld and Kelly Killoren Bensimon, to focus on the clothes, sales of which benefited Pollock-Krasner House & Study Center, an affiliate of Stony Brook University. “My son’s needs trump my shopping needs, but I’ll get to it. I’ve been busy with pony rides,” said Watts, who was just back from filming Woody Allen’s latest project in London.

Paltrow solved the problem by asking Kate Capshaw Spielberg to temporarily babysit. “She’s going to watch the kids for five minutes while we shop,” Paltrow told McCartney, escorting her into the makeshift store.

But the clothes weren’t the only items on display. “She might try to dismantle the art,” said one guest warily as her toddler eyed artist Agathe Snow’s installation.

Better that than the tyke getting into another creation, courtesy of a pony, that Schreiber and son narrowly dodged. “Watch out for that poop,” said the actor.

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