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ATLANTA — Proenza Schouler designers Jack McCollough and Lazaro Hernandez provided a dose of glamour when they helped inaugurate the fall fashion season here at the 18th annual Jeffrey Fashion Cares charity event.

More than 800 guests paid $500 a ticket to attend the benefit for local AIDS and breast cancer foundations on Monday in the new 12th & Midtown building. An auction was followed by a fall runway show that highlighted looks from founder Jeffrey Kalinsky’s namesake boutiques in Atlanta and New York, including Lanvin, Bottega Veneta and Proenza Schouler.

This story first appeared in the September 2, 2010 issue of WWD. Subscribe Today.

McCollough said the line’s “sell-throughs for spring and summer have been very strong. We were never really hit hard by the recession because we’d just launched accessories when it happened. That success helped offset any fallout we might have had.”

This year’s show featured a raised runway, which better showcased the bold colors and feminine details of the looks. Kalinsky gave an emotional tribute to his father, retailer Morris Kalinsky, who died in April and to whom the show was dedicated.

“He was the most brilliant retailer ever,” said Kalinsky, referring to his father’s 60-year career at Bob Ellis Shoes in Charleston, S.C., which he opened in 1950 before helping Kalinsky launch Jeffrey Atlanta in 1990.

In addition to ticket and auction sales, members of the fashion community and companies such as Nordstrom, Tiffany and Mercedes-Benz paid $1,500 to $25,000 for sponsorships. Fashion Cares has raised more than $9 million for charities since its inception.

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