"Since we have moved to California, I have realized how important it is to practice safe sun for myself and to keep the skin of my three boys well protected as well," Beckham said. "Skin cancer is a huge problem and I really wanted to help raise awareness by taking part in Marc and Robert's initiative."
Posh is in good company — Hilary Swank, Selma Blair, Julianne Moore and Christy Turlington are among the celebrities who have posed for the cause in the past. The $35 T-shirt featuring Beckham will go on sale at Marc Jacobs boutiques this week.
GUCCI'S URBAN FAVORITES: Gucci is really into New York. Not only is the brand about to open its massive flagship on Fifth Avenue, but today, the company will launch guccilovesny.com, a Web site designed to give Internet surfers a preview of the new store. The site includes a Google map pre-populated with Frida Giannini's and Mark Lee's favorite New York City hangouts — restaurants, clubs, boutiques and spas. The site also includes submissions from an international pool of fashion bloggers discussing their favorite New York haunts, and visitors are encouraged to submit their own, including pictures of themselves in front of the spots. Gucci will plot the best submissions on the interactive map and the four outstanding posts will be awarded with a limited edition Gucci Loves NY handbag.
PARTY ON: No fashion week would be complete without a Calvin Klein shindig. On Feb. 7, the fashion house will take over The Waverly Inn for an intimate dinner to fete women's creative director Francisco Costa and his fall collection. And this being Calvin, there is a celebrity host — Liv Tyler.
Meanwhile, word is that Lapo Elkann and Carine Roitfeld will get together for a party at Indochine Thursday night to celebrate the kickoff of New York Fashion Week and to fete a special project between amfAR and Care Label, the eco-friendly denim and T-shirt brand in which the scion of the Fiat dynasty has a stake and is relaunching.