By  on April 27, 2007

NEW YORK — The Ladies Who Lunch on the Upper East Side watched as their new wardrobe walked by them Wednesday at the Pierre Hotel for the Breast Service Luncheon.

Montreal-based design duo Serge & Réal presented its spring collection, which brimmed with $4,000 luncheon-appropriate suits and $7,000 in eveningwear for the p.m. equivalent, following the lunch thrown by Beth Israel Medical Center and St. Luke's and Roosevelt Hospitals. Guests nodded their approval, with one mature woman whispering, "This is the first wearable runway collection I've ever seen."

In business for 42 years making made-to-measure clothes for clients, Serge & Réal opened a showroom here at 22 East 72nd Street in December, and they made the rare public appearance Wednesday hoping the exposure would help win them new clients by showing their spring looks mixed in with a bit of pre-fall.

"The women in this situation are not buyers from stores, so they don't want to see a fall collection six or eight months out," Serge said. "They look today and know they can wear this now."

Peggy Fleming, who won the gold medal at the 1968 Olympic Winter Games in figure skating and who is also a breast cancer survivor, delivered the keynote address. Since she was diagnosed with breast cancer eight years ago, Fleming, 58, has regularly made such appearances, but long ago gave up trying to swath herself in pink. She wore a skirt and belt from Pauw with "just a Prada jacket," forgetting the pink bracelet she often wears to such events.

"I've shared my public life with everyone, but I always tried to keep my private life private," Fleming said, noting this changed with her breast cancer announcement. "I thought it was important for me to share my diagnosis and treatment plan, but most importantly my attitude."

The event raised more than $630,000 for the Appel-Venet Comprehensive Breast Center at Beth Israel Medical Center and the Comprehensive Breast Center at St. Luke's and Roosevelt Hospitals.

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