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Serena Williams supports Mary J. Blige foundation

Who's daring enough to open a flagship store in these uncertain economic times? Tommy Hilfiger, who celebrated his brave endeavor - a brand spankin' new four-story retail space - with a gaggle of frugal celebrity friends Thursday night on Fifth Avenue.

Naomi Watts arrived early and extolled her skills as a thrifty shopper, noting that she was a regular at Century 21 before fame hit. "I grew up poor," Watts told us. "I think the most amount of money I've ever spent on a dress would be $1,000." Even now? "I'm talking about now," she said. "But you know . . . I like being given things that are worth more than that."

Becki Newton, of "Ugly Betty," told us about a $14 vintage leather jacket with a big fur collar she once got her hands on. "After a few years of wearing it, I realized it didn't smell that good. But I continued to wear it, because I loved it," she said.

Frugality was at least somewhat on Hilfiger's mind in setting up the shop. At the fourth-floor elevator bank, guests admired a framed "Souper Dress." A placard explained the 1968 paper dress was part of a Campbell's soup ad campaign. It was available, at the time, for $1 . . . and two soup can labels.

Celebs milling about included Mary-Louise Parker, Penn Badgely, Emily Blunt and January Jones, of "Mad Men." The 22,000-square-foot store is located in the space you once knew as - big sigh, everyone - Fortunoff.

SWEET SERENA.Serena Williams has put the past behind her, and looks good doing it. The U.S. Open tantrum-thrower was at the Gucci store on Fifth Avenue late Tuesday, enjoying "Gucci for FFAWN Day." FFAWN is Mary J. Blige's charity, Foundation for the Advancement of Women Now.

The junior Williams sister had just finished an interview with the "house crew," the video team hired to record the event for posterity and ask softball questions of the glittery people. That's when the media cluster, sensing an opportunity, moved in. Serena, smashing in an iridescent green Gucci one-shoulder minidress, stood firm.

"John McEnroe admires you. Did you talk to him about your outburst?"

"Oh, no," Serena said. "Haven't had the time."

"John would understand."

"I know. I love John, so . . . "

"Really, he would empathize."

"I think so. . . . "

Civility rules the day! Joining Serena were Russell Simmons, LeBron James, Alicia Keys and Donald Trump, who insisted to the video crew that Serena had "done nothing wrong" during that infamous U.S. Open semifinals outburst. Tending to guests was Blige, carrying a black python envelope clutch.

How all-powerful is Mary J. Blige? Powerful enough to get the Empire State Building to light up in FFAWN's signature colors - purple, yellow and white.

With Bennett Marcus

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