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What to wear to a store party? It was clearly a more complicated question than it appeared when Chloé hosted cocktails to celebrate the reopening of its Madison Avenue boutique.

“I feel like I’m in black tie,” joked Allison Sarofim of her long, flowing coral gown.

“My husband asked me if this was a beach dress,” said Marina Rust, sporting a slouchy orange wool frock.

Revelers like Margherita Missoni, Elettra Wiedemann, Olivia Chantecaille and Claire Bernard drank Champagne and ignored the plates of mini grilled cheese being passed around by dashing waiters.

Over in the DJ booth, Helena Christensen didn’t really have clothes on her mind, as she spent the entire night spinning tunes for the crowd.

“I’ve done it about 10 times before, at different things like a Michelin event at the Guggenheim,” explained the off-duty mannequin. “It started because I’m very selfish when it comes to music. At parties I would always go near the CD player and not let anyone else near it.” Christensen’s taste runs the gamut from alternative to hip-hop to “moody melancholy.”

“Mostly I just play what I want to hear,” she shrugged.

Meanwhile, upstairs, artist Ryan McGuinness (whose work will be auctioned at the upcoming Guggenheim Artist’s Ball, which Chloé is sponsoring) was familiarizing himself with the boutique’s goods. McGuinness created a pin-bedecked dress, which was displayed in the store window. But his fashion savvy could use a little work.

“They had to tell me who Chloé’ is,” he admitted.

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