TOMTV: Gucci plans to launch its first television commercial Sept. 9 during the broadcast of the MTV Music Awards. The spot for Gucci’s new fragrance, Rush, was directed by Tom Ford and shot by Mario Testino.

SEND IN THE CLONES, PART TWO: Some cover models are real dogs.
While that may be figuratively true at certain magazines, it’ll be a literal fact at Animal Fair. A new glossy — yet another InStyle knockoff, this one devoted to animal lovers and their pets — debuts on newsstands in November. The quarterly, published by a new company, Animal Fair Media and distributed by Time Warner, will feature Hollywood and Seventh Avenue types with their furry friends.
The first issue has actress Rene Zellweger on the cover with her pooch. Inside are Bruce Weber shots of Linda Evangelista and Natalie Portman with their pets. John Bartlett poses with his dog, Sweetie; Kate Spade with hers, Henry. The magazine will also include advice from veterinarians, grooming columns, book reviews, horoscopes, essays and fashion features.
Founder and editorial director Wendy Diamond, 28, said the link between pets and fashion is blooming. “There are a lot of designers launching pet lines, everyone from Burberry to Gucci to Prada, Louis Vuitton,” she said. “If it’s cold outside and you’re in New York, why wouldn’t you want a sweater for your dog? And why buy a $9 leash when you can buy an Hermes leash for $80 and have something nice?” (Just how far that $80 would go at Hermes is something of a mystery, however, as the store says its doggie leashes run a cool $400.)
The initial print run is 200,000 copies. Diamond said retailer PetCo will also distribute 1 million copies to its customers.
Advertisers in the premiere issue include Ralph Lauren and Alfred Dunhill. A launch party with a celebrities-and-their-pets fashion show is planned for Nov. 4 at the Puck Building in SoHo.

BUFFY ALERT: Fortunately, Heroin Chic has come and gone, but needles are back in fashion thanks to a story coming out in the September issue of Dazed & Confused, which features Shalom Harlow on its cover photographed by Terry Richardson as she donates a pint of blood. Eva Herzigova, Bridget Hall, Annie Morton, Ivanka Trump and Guinevere van Seenus also posed for the feature wearing clothes by Helmut Lang, Yves Saint Laurent and Martin Margiela.
Richardson said it wasn’t staged. “All the pictures were taken while the blood was coming out of their veins,” he said. “I’m not really trying to make a statement. I just thought it was a really cool idea for a fashion story.”
The idea is that showing supermodels giving blood will help raise awareness of a global blood shortage, he noted. Several images from the shoot will be auctioned to benefit the American Red Cross at a party on Sept. 17, hosted by Christy Turlington in a space at 175 Orchard Street in New York that will later open as Zao, a store featuring designer merchandise from Jeremy Scott, handbags from Yohji Yamamoto and hard-to-find electronics imported from Japan.
While it’s all for a good cause, the shoot didn’t go without incident. Each of the models gave a pint of blood, but some of their donations had to be tossed because two of them had traveled to Costa Rica in the past year, Richardson said, although he wouldn’t say whose blood wasn’t usable. Richardson did not give blood himself because he got a new tattoo of a lion on his arm, also in the past year. There was also one casualty: Hall passed out during the shoot, although she recovered without injury.