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Rodeo Drive was like a red velvet den of iniquity as the Azrias opened their new BCBG boutique.

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Sarah Michelle Gellar with Max Azria
BEVERLY HILLS — The scene on Rodeo Drive resembled a red velvet den of iniquity as Max and Lubov Azria threw open the doors of their new BCBG boutique Thursday night. The stairs leading up to the store were draped in the scarlet shade, as were the walls and ceiling. Nude models sprawled on beds, recreating the company's risqué fall ads. But all this louche suggestiveness didn't seem to bother Sarah Michelle Gellar, who nonchalantly nudged over a scantily clad couple to check out the shoe display. "I mean, really, it's all about the shoes," she smirked. Like Gellar, guests from Sharon Stone to Nicole Richie (with her stylist-twin Rachel Zoe Rosenzweig) showed up in filmy BCBG dresses, though precious few were on display in the store, having been pushed aside to make room for the martini bars and stereo speakers.

Still, staffers were more than ready to deal with those who didn't show up in Azria attire. Paula Abdul was whisked away immediately upon arrival and dressed in a swishy red BCBG dress. "They threw me right into the stock room when I got here and put this dress on me," she said. But Abdul didn't mind being strong-armed into BCBG. "I'm friends with Max and the whole family, so I wouldn't miss it for the world."