CROCODILE ROCK: Lacoste celebrated the opening of its first Lacoste Live concept shop in New York’s SoHo this week with a party at the Gramercy Park Hotel’s Rose Bar on Wednesday evening. Rocking out to a performance by Brooklyn band Sleigh Bells was Penn Badgley of “Gossip Girls,” model Garrett Neff, Nur Khan and DJ Cassidy. Also on hand was Jeremy Piven, who was in the hotel and wandered into the party uninvited.

This story first appeared in the September 10, 2010 issue of WWD. Subscribe Today.

CUBISM, ITALIAN STYLE: For the launch of its first iPad and iPhone app, Max Mara executives have cooked up a novel hook — an interactive game that would have made Ernö Rubik — of Rubik’s Cube — proud. Called “Decode the Cube,” the game features fall campaign images taken apart and reconstructed in different ways. Players who manage to decode it back to the original can enter a weekly sweepstakes to win a Max Mara coat — or continue playing. Those who manage three times in a row can enter to win a trip to Milan. The app is being introduced to bloggers at an event tonight, and will go live today.

RETAIL LAUNCH: The 11 designers who are participating in the CFDA Fashion Incubator program will get to try their hand at retail. Partnering with the initiative, The Plaza is opening a pop-up shop that sells the work of these designers. The shop, located at The Plaza Retail Collection, will open its doors tonight with a special guest — Corinne Bailey Rae is scheduled to perform songs from her new album “The Sea” at The Plaza’s Palm Court.

SAY CHEESE: Starlets will get their chance to pout like a Guess girl at the portrait studio sponsored by Guess at the Toronto International Film Festival. Starting today and running through next Saturday, Guess’ first partnership with TIFF will include photo shoots for the celebrities, as well as gifts of watches and its new fragrance, Guess Seductive. Not to leave nonboldface names out of the picture, Guess will take the portrait studio theme to its store on Yonge Street for parties on Sept. 11 and 18. The party pics will be posted on Guess’ Facebook page for all the world to see. “We look forward to expanding our presence at the film festival in the coming years,” said Paul Marciano, Guess’ vice chairman and chief executive officer.

GOLDEN GIRL: The folks from Georg Jensen have zipped from Denmark to New York for their latest ad campaign, which is being shot by Sebastian Faena under the creative direction of New York’s Lipman Agency. Today they’ll be shooting on location at Alder Manor in Yonkers. The color campaign will feature the Danish model Freja Beha Erichsen, a Karl Lagerfeld muse, and she’ll be adorned with jewelry from the Grape, Fusion and Regitze contemporary gold collections. A company spokesman said the shared Danish background of the Georg Jensen brand and Freja “makes her the ideal campaign model.” Georg Jensen’s last campaign featured Angela Lindvall, and was shot in February 2009.

COMING CLEAN: “I would just like to point out they changed the color of my earrings,” said Jamie Lee Curtis, as she picked up a poster-size version of her October Good Housekeeping cover, during a luncheon held in her honor on Tuesday. “But, it looks really good.” Curtis, wearing a flower corsage, was in full disclosure mode during the event at Hearst Tower, noting that her nude Alaïa heels were intended to mask her thick ankles. “They are supposed to make my feet disappear, what do you think?” She also made sure that a reporter knew she paid full price for her entire ensemble, which included a navy Michael Kors dress from “It’s not going to get me on the best-dressed list, but I won’t end up on the worst-dressed list, either.”

SCHUMACHER’S CHILD’S PLAY: A playful crowd filled the Schumacher pop-up store at Berlin’s upscale retail spot Quartier 206, including actresses Bettina Zimmermann and Anna Maria Mühe, as well as supermodel Claudia Schiffer. Designer Dorothee Schumacher was on hand in one of her limited edition outfits — a full miniskirt in black with fuzzy bodice inlay and fur shoulder pieces. Made special for the evening was a child’s version of the Schumacher dress worn by Milla Jovovich, last winter at Berlin Fashion Week. The minidress is sized for six-, eight- and 10-year-olds, available in emerald green, luscious pink and brilliant blue and priced at 169 euros, or $214.87. Indeed, the theme of the evening was “celebration of a childhood fantasy,” with candy everywhere in the store, colorful cardboard robots, toy pianos and a balloon artist of a sort not found at kiddie birthdays — Schumacher illustrator Katja Foos — decorating the silver mylar inflatables.

But the event was also an early celebration of a grown-up dream — Dorothee Schumacher will debut her online store, which will include a handful of limited edition pieces, on Sept. 15.

BEAUTIFUL PEOPLES: Oliver Peoples has tapped Lisa Eisner to shoot and direct the still photos and short film for its spring ad campaign starring indie singer Devendra Banhart and his set-designer girlfriend, Rebecca Schwartz. The four-part film, the first of which will launch on the company’s Web site Nov. 1, is Eisner’s first foray into directing (she and husband Eric had cameos in Lisa Cholodenko’s “The Kids Are Alright”) and was shot in Los Angeles at John Lautner’s Rainbow House. Still images from the campaign will debut on Oct. 1.

ITALIAN ADVENTURE: French fashion house Cacharel has opened a pop-up store at 21a Via Montenapoleone in Milan, with 50 limited edition scarves up for grabs at 40 euros, or $50 at current exchange. The temporary store will be the second directly controlled shop for Cacharel, which has a boutique in Avignon, France. The 1,400-square-foot shop, formerly the Alberta Ferretti boutique, will be open until December.

CHARLES’ GARDEN PARTY: Prince Charles is throwing open the gardens of Clarence House, his London home, to host a 12-day festival that will celebrate environmentally sustainable living. The festival, called A Garden Party to Make a Difference, opened Wednesday and runs through Sept. 19, and Charles has tapped Vivienne Westwood to curate and promote the festival’s fashion element. The fashion events include a runway show to launch actress Emma Watson’s spring collection for People Tree, the eco-friendly label, while a workshop will show visitors how to make bags from Charles’ old curtains. Visitors to the event, which also spans the gardens of nearby Lancaster House and Marlborough House, will be able to inspect Charles’ vegetable plot, hear poetry read by poets including Carol Ann Duffy, Britain’s poet laureate, and see a display of edible plants and flowers.

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