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Gabriela Hearst is a for-us-by-us designer. Her collection of understated luxury essentials with an Argentinian workwear twist targets strong, chic women like Hearst, who launched the collection last year when she was pregnant with her third child, and Gwen Jorgensen, the U.S. Olympic triathlete, who had 10 straight wins in the World Triathlete Series, more than any male or female competitor.

Hearst hosted a lunch for Jorgensen, whom Hearst said epitomizes her idea of a “Superwoman,” at her New York City town house Wednesday for guests including Glenda Bailey, Hearst’s husband Austin and Russian media mavens Miroslava Duma and Nasiba Adilova. “Anyone who arrives for a fitting on a fold-up bike is welcome here,” said Austin, toasting Jorgensen, her commitment to sport and to eating chocolate after every meal. “Even breakfast,” noted Gabriela.

On the topic of strong women, the conversation turned to Duma and Adilova’s forthcoming e-commerce and mother/baby-centric Web site The Tot (thetot.com), which Adilova said will target middle- to upper-class families. It’s currently password protected but goes live this month, with e-commerce coming in February.

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