If you weren’t at the mega-launch for the new John Varvatos store on Maiden Lane last week you undoubtedly heard about it from friends the next day. Or indeed, you heard it as it happened… from across town! The music was loud, the crowd was colorful and the party was rockin’ (well, as rockin’ as you can get on Maiden Lane without offending the ladies next door at Chanel.)

Katie Traina, Zara Traina, Danielle Steel, Todd Traina

The Social Directory was represented in full force, from “G” (Gurbaksh Chahal, shown above with designer John Varvatos himself) to “Z “(as in Zara, darling!) The event raised money for The Guardsmen, who are following up with their big Bachelor’s Auction later this week. Go Guardsmen, Go!

(We are glad to see that mother and daughter share the same passion for accessories.)

Some of our favorite people were there — frankly, too numerous to name (you know who you are.) But here are some highlights:

Kate Harbin, Sobia Shaikh, and friend

Justin Fichelson, Lisa Alexander

Kelly Grimes, Elizabeth Touw

Kit Codik, Todd Traina

Keith O’Donnell, Edgardo Chacon (in skirt-pants), Kristen O’Donnell, Elkia Chacon

Pamela Burdak, Nicole Bulick

Tyson Harper, Kristen Harper

Brian Wilsey, Betty Kay Coakley

Keith Ross, Jason Oronzi

Kristen O’Donnell, Shannon Bavaro

Sonya Molodetskaya, Rada Katz, and friend

Adrianna Cox, Kimberly Miller

Mireille Schwartz, with Joel Goodrich in Marc Jacobs

Detail of Mireille’s earrings

Andrew Guillen, Samuel Alvarez

Kelly Grimes, Holly Grochmal, Jenn Hagan

Joel Goodrich, Melody Johnson, G Chahal, David Edrie and friend

Jason Evans, Elizabeth Thompson

JD Elquist, Ezra Miranda

Katie Traina

Franklin Melendez, Elizabeth Varnell

Susanne van Hecke, Tom van Hecke

Love the Marc Jacobs bag?

Jean Larrette, Karen Caldwell

Don Marini, Jessica Mullens

Claire Fluhr, Kelly Grimes

Jill Ritchie, Kimberly Bakker

Danielle Steel, Trevor Traina

Rada Katz, Arnold Laub

Daryl Crawford, Christine Rios

Scot Bondlow, Maria Gistrand

Christine Koerber, Kari Wolsky

Keylee Sanders, Elizabeth Touw

• Photos: Drew Altizer [drewaltizer.com]