NEW YORK — About 60 retailers are participating in Madison Avenue Blue, which kicked off Tuesday and will raise money for the New York City Police Foundation.

The stores will donate 10 percent of sales on designated blue items to the foundation, a nonprofit organization that strengthens the services of the NYPD. The event will run through March 28.

Products include three styles of blue Jimmy Choo shoes; Dolce & Gabbana’s navy eel skin handbag and LAI, its collection of blue-hued exotic leather accessories; Marina Rinaldi and Max Mara’s light blue and navy raincoats, and sapphire earrings from De Grisogono.

“Public safety is the bedrock that the economic vitality of this city rests upon,” Matthew A. Bauer, president of the Madison Avenue Business Improvement District, said at the launch of the program.

Wearing a snazzy blue Etro tie, New York City Police Commissioner Raymond Kelly said the fund “will help us prevent crime and terrorism, and more sophisticated identity theft, and, yes, counterfeiting.”

Kelly has made fighting counterfeiting one of his pet projects, spearheading an effort to break the criminal rings. Counterfeiting costs luxury goods firms millions of dollars in lost sales.

“It’s been said that imitation is the sincerest form of flattery, but it’s a huge criminal enterprise that deprives luxury companies of revenues and deprives the city’s tax coffers,” Kelly said.

Mariska Hargitay, who plays Detective Olivia Benson on “Law & Order: Special Victims Unit,” is co-chair of the event. She agreed to participate, she said, “because I know Commissioner Kelly. I like to think of myself as an honorary member of the NYPD.” Hargitay, who is pregnant, cut the ribbon, which was blue, of course.

Her character on “Law & Order” will be hiding her belly, she said, adding, “She’ll be carrying a lot of files.”

This story first appeared in the March 15, 2006 issue of WWD. Subscribe Today.

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