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No photos, please: Luigi Tadini

Unruly Heir PR Kristian Laliberte rushes over to usher us into the East Village Yacht Club. He's beaming, proud of the new line. And we've seen his phony "isn't this collection great?" smile. This was sincere, and so it should have been. Recovering from an awkward misstep at last fall's Fashion Week, Laliberte and his group of merry self-marketers hosted a perfectly low-key event for the brand's Fall 2008 collection. While guests like Lydia Hearst, Annabel Vartanian, and Genevieve Jones lounged in the basement amid male models in a series of different tableaux vivants, others guzzled bottles of Peroni and some Domaine de Canton concoction called a White Orchid.

And the clothes? They've updated their seersucker hoodies with subtle piping, and the graphic T-shirts, blazers, and longer tweed jackets are all pretty terrific, actually. We've always been slightly turned off by the "heir" theme, but this around, they pulled it off.

On our way out, Laliberte says, "So?" "Well, at least you didn't fuck with the runway show this time around. We'll take one of everything." —N.H.