By  on September 28, 2007

BOSTON — How better to rally the fund-raising troops than with a Chanel luncheon on a rooftop terrace with Boston spread out below?

The gathering on Sept. 18 served as a kickoff for the Storybook Ball benefiting pediatric care at Massachusetts General Hospital, Boston's leading charity ball, which last year raised $3 million.

The event consisted of lunch and a fashion show of Chanel's fall runway, and then an adjournment downstairs to the brand's boutique, celebrating its 10th year in the former Ritz-Carlton (now Taj) hotel. Located on Newbury Street, the boutique anchors Boston's upscale shopping avenue. Chanel recently recruited Mary Nobile-King, a Newbury Street veteran who formerly managed Armani and then Marc Jacobs for the past three years, to be boutique director.

In Style fashion director Hal Rubenstein provided commentary on Chanel's fall lineup — breaking into his best Karl Lagerfeld fake German accent to quip, "Which dress do I like best? The one that sells the best."

Rubenstein said Boston, like many other markets once considered "secondary" in terms of luxury, has stepped things up.

"There are at least two dozen women here in various stages of Chanel, and not just a little cropped jacket," he said. "This isn't about having lunch. They will definitely go downstairs and buy."

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