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The white tent erected on the tennis court has become de riguer at Bel-Air charity lunches. Ditto the champagne and the caviar-stuffed potatoes. But the Coach affair Rashida Jones hosted at her dad Quincy’s hilltop house to benefit Peace Games was anything but stuffy. As DJs spun hip-hop tunes, Heather Graham boogied with Damon Dash.

“I was sitting around having one of those pseudo-intellectual, post-collegiate conversations with my friend Jesse Peretz about how to make a difference,” said Jones, explaining her involvement in the anti-violence program. “And this seemed like a good way to get the message out.”

This story first appeared in the February 24, 2003 issue of WWD. Subscribe Today.

Indeed, throwing a purse party is a surefire way to draw hardcore shoppers like China Chow, Estella Warren, Joy Bryant and Jessica Capshaw, but even less likely guests like Ellen DeGeneres and Adrien Brody came to see what all the hoopla was about.

“Is this for real? I can’t even make it to the other side of the tent,” cried Jewel, who struggled to squeeze past a voracious crowd gathered around the Coach merch. Ever the Hollywood bohemians, Courtney Wagner tied a monogrammed scarf over her head while her sister, Natasha, made a suede dress her own. “How does this look over jeans?” Natasha wondered. “I hope Coach doesn’t think it’s improper to wear it that way.”

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