POSEN'S CONTEMPORARY VISION: Zac Posen has been dropping hints about launching a contemporary sportswear line for a while. He first talked about it in January 2005, as reported in WWD. Although there's no line yet, Posen hasn't given up the idea. The designer, who appeared Tuesday at a trunk show for his fall 2007 collection at Saks Fifth Avenue in Beverly Hills, said he was hesitant to discuss the contemporary plan, but offered, "We're starting to build it up now for next fall. With [a contemporary line], you can really design for a wider demographic. You can build your top line up, and I feel that I can be even more creative. It's faster turnover. It's like MTV. No, it's like YouTube." Posen president Barry Miguel said of the contemporary line: "It won't be simply a level down from the collection. It will have its own look and identity. L.A. is becoming a bigger market for us, but it's still been slower to grow here, I think because it's so casual and our clothes are more dressy. But we want to reach that contemporary customer, too."

Posen has been busy on the West Coast. On Monday night, he presented his fall collection in Los Angeles for the first time, picking the Chateau Marmont for his show and dinner. The line included 15 looks he didn't show in New York as front-row celebs Demi Moore, Rebecca Gayheart and Rachel Bilson oohed and aahed over the ladylike separates, dresses and gowns.

O.C. GIRL: Gwen Stefani gives plenty of shout-outs to her native Orange County on her new album, and showed even more love for her hometown on Friday, when she came out for a rare in-store appearance at South Coast Plaza's Nordstrom store in Costa Mesa, Calif. Dressed in a L.A.M.B. plaid bubble skirt and striped sweater, the singer greeted more than 100 shoppers for a private fall 2007 L.A.M.B. shopping event. "This was a really difficult collection to design," said Stefani, perched on a sofa in the department store's spa before greeting the crowd. "I was recording my new album at the same time, so I had, like, two days to do it all. My schedule is so crazy, I don't even remember saying I would do this event."Stefani said the fall collection, which features preppy-punk plaid toggle coats, flutter-sleeved hoodies and wide-leg wool trousers, was inspired by "that late-Seventies, early-Eighties Michelle Pfeiffer stuff. And I always put an animal print into the collection. Designing is like baking cookies. You get sick of the [taste] really quickly, but then someone comes along and says, ‘Wow' and you enjoy it all over again."

Stefani's husband, Gavin Rossdale, joined his wife on the couch with the couple's son, Kingston, but rushed off when the baby started fussing, saying brightly, "Well, that was fun." Stefani, who is about to embark on a world tour, shot the first ad for the L.A.M.B. fragrance — which will hit stores in September — earlier in the week. For the campaign, Stefani had to be dunked underwater. "It was torture, but it was great," she said. Later on, the singer addressed the audience with some basic retail tenets, Orange County-style: "It was a dream of mine to design clothes....That you guys came out to support me is like, whoa, tripped out."

MIX AND MATCH: The Imitation of Christ show at Smashbox Studios Monday night drew a bicoastal mix of indie celebrities — from Ione Skye, Donovan Leitch and Ben Lee to Liz Goldwyn and models Jenny Shimizu and Guinevere Van Seenus. Skye, dressed in a sporty polkadot shirtdress she described as "secondhand Eighties," said the label "has always been one of my favorites."

Representing young Hollywood, Ali Larter and Ginnifer Goodwin sat front-and-center for their first-ever Los Angeles Fashion Week show. "I've been a fan of Tara's [Subkoff] for a long time," "Heroes" star Larter, dressed in a black Prada dress and coat, said of the IOC designer. Goodwin, dressed in a vintage belted blue tunic, added: "Tara is...daring and ever-changing." While talking with reporters, the "Big Love" actress was jostled, then almost knocked over by people trying to get to their seats. "This is bananas," she said, smiling. That was more than most guests at IOC's post-show party at Teddy's could muster. Subkoff's pals Kirsten Dunst, Mary-Kate and Ashley Olsen, Nicky Hilton and Marisa Tomei missed the show, and also ducked photographers waiting to snap their photos in front of sponsor Samsung's emblazoned red carpet at the bar's entrance or entered through the VIP door in back. Inside, Dunst and Mary-Kate Olsen, sporting a knit cap and hoodie, respectively, danced up a storm, while sister Ashley Olsen held court in one nearby booth, Hilton in another. "I didn't see the show so I don't feel like I can really comment," Dunst said. "But I have a few of her things in my closet." At least Tomei had an excuse for missing the show: "I'm just recovering from a crazy shoot in Bulgaria with John Cusack" She was referring to the film "War, Inc."

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