Celebrities were sparse at the New York collections, but those who ventured out managed to make the most of their appearances by plugging their latest ventures— and trawling for deals. This time around, most couldn’t count on designers for appearance fees. A free dress maybe, but certainly not the five-digit payouts A-listers landed back in the day.

So showgoers settled for the free publicity and exposure at Bryant Park, talking up endorsement deals and product launches. And why not? Alliances are up for the taking, considering Kevin Federline is ironing out a children’s wear deal, Jennifer Aniston is shopping for a beauty gig and Salma Hayek is developing drugstore-worthy beauty products for the masses.

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