MARTIN + OSA + L.A. = BIG SHOPPING: American Eagle Outfitters applied the retail formula yet again to Martin + Osa in Los Angeles on Wednesday, opening the 18th — and largest — store for its fashion brand catering to 28- to 40-year-olds at Westfield Century City mall. On the following night, it welcomed 250 guests, including actors Milo Ventimiglia from "Heroes," Sarah Lancaster from "Chuck," Alison Sweeney from "Days of Our Lives" and Sherry Stringfield from "Tell Me You Love Me," at a cocktail reception benefiting Step Up Women's Network. While snacking on mozzarella wrapped in prosciutto, guests eyed the wares in the 8,200-square-foot unit, which eclipses Martin + Osa's average shop measuring between 5,200 and 6,200 square feet. Aware of Angelenos' acute sensitivity to VIP treatment, not to mention talent agencies such as CAA that are headquartered nearby, store clerks offer complimentary Fiji bottled water and reply in a jiffy to a blue call button located inside the fitting rooms carved out of American cypress wood. "You don't have to join a club to get that level of service," said brand manager Leslie Ternes Smith.

SILLY WILLY: Those in the beauty business aren't known to celebrate getting older. But on Thursday, modeling agency Wilhemina threw itself a wild 40th anniversary bash at the Angel Orensanz foundation on New York's Lower East Side. Fergie, dressed in Dsquared, gave a provocative performance for guests including Gabriel Aubry, Justin Chambers, LL Cool J, Jamie Burke and Lance Bass. Petra Nemcova came straight from the New York Rangers game and switched out of her comfy turtleneck and bomber jacket into a more festive frock for the remainder of the evening.

FRILLY THINGS: La Perla, the Italian lingerie brand, will hold a cocktail party on Dec. 13 at its Madison Avenue store with a lively theme to celebrate its 54-year-old legacy: iconic lingerie items from more than 50 years of archives that have been curated by Valerie Steele, museum director at FIT. Select lingerie pieces will be displayed on models and styled by Kate Young. The items trace La Perla's history from a small corsetry shop in Bologna, Italy, to its global presence as the $270 million La Perla SpA fashion enterprise with 63 boutiques worldwide. Hosting the event will be Helen Lee Schifter, Cristina Greeven Cuomo, Lisa Airan, Padma Lakshmi and Coralie Charriol, as well as La Perla chairman Alberto Masotti and Jeffrey H. Hansen and John C. Hansen, principals of La Perla's new owner, JH Partners.