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Fendi celebrated the opening of its third California store, in the Beverly Center, Thursday night with a party and a dinner at the Chateau Marmont. In a testament to the power of the brand, high-fashion types actually came out to the mall for the fete, where a black-carpeted arrivals area was set up beside an escalator and a directory/kiosk proclaiming, “You are here.” Erika Christensen, Perrey Reeves, Abigail Spencer, Dania Ramirez and Kelly and Sharon Osbourne made their way through the boutique, admiring the baguettes and platforms. (Host Chloë Sevigny skipped the affair.)

“Take a picture of me with this bag — maybe they’ll send it to me,” said Tracee Ellis Ross (only half joking).

This story first appeared in the October 11, 2010 issue of WWD. Subscribe Today.

The Osbournes actually arrived on time to the post-dinner at the Chateau, but were greeted with an empty 40-person table under the colonnade.

“Oh, look, Mum, we are sitting next to Brad [Goreski, Rachel Zoe’s former assistant],” gasped Kelly, as she ran around looking for her place card.

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