The slogan of digital platform — “where stylish moms meet” — served as an apt description of the scene at Tuesday night’s cocktail party in celebration of New York’s first Armani Junior boutique at the corner of 88th Street and Madison Avenue. The family-focused Web site and iPad app invited guests like Rebecca Minkoff, founder Emanuele Della Valle and wife Joanna, Jamie Tisch and Minnie Mortimer to check out the new 1,480-square-foot, Upper East Side space over Champagne and truffles — a convivial respite from the cold, rainy night.

“When companies like this launch a kids’ line, it suddenly makes them a little more relatable,” said Ludovica Pellicioli,’s editor in chief.

The site, which launched in the spring as property of Della Valle’s new Mediabend Capital venture, teamed up with Armani Junior on an online editorial profiling three New York City moms — Coralie Charriol Paul, Kelly Florio Kasouf and Claire Darrow Mosier — and their children, who sported looks from the latest collection.


Despite the small, cramped quarters, Jessica Seinfeld, the hostess of the evening, was easy to spot in a glittering black blouse. Until Oct. 13, 10 percent of the proceeds from the boutique will benefit her charity, Baby Buggy.

“I have a very long relationship with the Della Valle family,” she said. “We met them 14 years ago and have been diehards ever since. Jerry and I are like Italians — when we meet people that we love, we never let them get away from us.”

A few guests in the mostly female crowd thumbed through a display of young boys’ winter jackets.

“Isn’t that cute? I was trying to find the price tag,” said one partygoer. A quick perusal of the merchandise found a $685 leather motorcycle jacket, a $115 long-sleeve cotton T-shirt and a $350 velvet black dress.

“It’s just a gathering of cool people,” said Della Valle, surveying the crowd through his signature blue-tinted glasses. “Cool moms. I’m the alien. I’m the man here. I’m the minority.”

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