Move over reality tv stars and socialites. Athletes are the new celebrity.

First Andy Roddick at Lacoste then Dara Torres at Charles Nolan, and now Serena Williams and Amanda Beard at Luca Luca. Fresh off her US Open win, Williams (who is rooting for Roger Federer tonight) was scouting ideas for her Nike tennis line.

Beard, who retired from swimming but still went to Beijing, will be a regular at shows this week – both on the front row as well as walking the runway at several shows.

For the latest Fashion Week Scoops, click here.

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