Gowns to the Grammys? They used to be a lot funkier! But a red carpet and millions of viewers on CBS, a zillion blogs and photographers, and designers dying to give you gowns – welcome to the new world of awards season. We expected mini’s at the Grammys- well, not anymore. Keri Hilsig wore a pale pale skin pink Dolce & Gabbana fishtail gown with a crystal waist , strapless – does ANYBODY even wear spaghetti straps anymore??? It’s a gorgeous dress, and even though she’s new in the music business, she’s wearing the gown that a movie star would wear to the Globes – interesting. Tells you a lot about global marketing for designers these days. Britney Spears, says Dolce’s press release, is also wearing Dolce – a black body suit with a long black dress over it – but that hasn’t been posted on the internet yet. The awards have started in NY now, but won’t be broadcast in L.A. till 8pm.

Canadian-by-way-of-Milan, designers extraordinaire Dean and Dan Caten – the DSquared twins – are really moving into other media. They’ve already appeared on camera in major client Fergie’s video for “Clumsy,” and now it’s been announced they’ll do a show for Sirius Radio, their BPM satellite channel. Turns out, they’re heavily influenced by music – not that surprising since they dress Fergie, Lady Gaga and did the costumes for Britney Spears’ recent tour – and mix and choose all the music for their own runway extravaganzas, both for their mens and womens’ collections. The Sirius monthly show is called “Dean and Dan on Air: Style in Stereo, and they’ll explain their runway music, then talk, then more music. It should be a nice mix of music and style, which we’ve never heard on the radio.

This is all part of the DSquared invasion of America. The twin designers, best known for killer jeans and t shirts, are in Saks Fifth Avenue in the US, but have 500 stores in Europe. They just launched their new eyewear at the Cannes Film Festival with a big international style, and it’s already been announced they’ll host a fashion competion show for Bravo in the fall. And of course, their Milan men’s runway show will take place the third week of June – look for some American male celebs to “surprisingly” show up in the audience!

Now, how you tell twin voices apart on the radio, we’re not sure – but they’re both wildly entertaining, so it may not matter!

Thursday night, the Diamond Information Center presented the new L’Agence fashion line and the Fashion Rules board game at Fred Segal Melrose – yes, we are tooting our own horn!!!!! – shutting down the café, the gift shop, and the entire second designer floor for the event hosted by Fred Segal’s Ron Herman, Ron Robinson and L’Agence’s Margaret Maldonado – and it was a crowd so cool that it left even the most jaded L.A. fashionista saying, “WOW – we haven’t seen this many really chic people in one place in a LONG time.” Instead of cocktail dresses and stillettos, there were boots, leggings and leather jackets – kind of like a Rick Owens meets Ann Demuelemeester Martin Margiela vibe – and after all, it WAS Fred Segal.

It doesn’t hurt that most of the stylists of the Margaret Maldonado Agency were on hand – the impossibly chic Maryam Malakpour, who contributed some looks to the L’Agence resort collection that was hanging on a number of racks on the second floor, in blacks, whites and neutral tones -  and was also getting kudos from hanging drapily on Fred Segal mannequins. Malakpour wore a simple slim cut black dress of her own design for resort called “The Maryam Dress,” sky high Balenciaga stilettos, and a crazy black monkey fur jacket she bought in Mexico City. “This is the way to do it, darling,” she cooed. We believe her. Her sister Marjan, another great stylist, was also on hand – the chic sister act was launching their new travel foldable all-leather shoe line called NewbarK – the alternative to the ballet flat. In silver, gold and black, with their own little travel pouch, they’re perfect to carry around to fly in or wear on set – and they looked great displayed with L’Agence’s soft jersey long t’s, long t dresses, and elegant layering.

MMA fashion stylists Tanya Gill, Negar Ali, Cristina Ehrlich, Petra Flannery, George Kotsiopoulos, Annie Jagger and the bicoastal Andrea Lieberman were all representing to congratulate Maldonado – and so were L.A. fashionistas Des Kohan, Pegah Anvarian, Dineh Mohajeur, Celine Khavarani of Prada, Cameron Silver, Therese Tran, hairstylist Yuki Sharoni, Marilyn Heston, Angela Janklow, Lisa Keshtar of Donna Karan, author Jodi Wing. Ashlee Margolis of the A List welcomed guests, who kept cooing about the collection – “no one has seen anything this chic and wear-able for this price point in forever!” was the refrain. Not to mention – comfortable.

Top MMA makeup artists Torsten Witte (who also does hair), Troy Jensen, D’Andre Michael (who works with Mary J. Blige), Lorena Lopez, Garret Gervais (currently working with Britney Spears) and so many others also came to congratulate Maldonado and of course, Fred Segal’s Ron Herman and Ron Robinson.

And then, what’s a clothing launch without a few well-dressed celebrities on hand? Lionel Richie missed his daughter Nicole  - she’d left before he’d arrived – Nicole donned a L’Agence black dress from the current resort collection, and hung out with her stylist, Simone Harouche, also in an outfit from spring – which had a lot of design contribution from her. Another of Simone’s clients, Christina Aguilera, showed up later, in a long strappy black tiered dress from spring, hanging out with her husband Jordan Bratman. When Aguilera saw Maldonado, she hugged her, and said, “Why don’t I have more of these pieces? I need more!!!” This seemed to be the general consensus.

L’Agence is exclusive in Los Angeles to Fred Segal – so check it out. The Fashion Rules boardgame is also exclusive to Fred Segal in Los Angeles – but can be pre-ordered on this site. Having just garnered mentions in the December Elle Magazine gift guide and the Vivre Catalogue, it’s set to be the hot Christmas gift in – and out – of fashion circles. 

You know fall is just around the corner when so are the MTV Video Music Awards – which are Sunday September 7th, from Paramount Studios in Hollywood. So while a big percentage of fashion action will be located in NYC that week – NY fashion week kicks off on September 5 – the attention will switch back to L.A. for a night, as English comedian Russell Brand hosts, and he’s just completed doing promos with Britney Spears, who’s up for two moonmen herself, so will definitely be there, even though she won’t be performing.. And as any Britney watcher knows – reluctant or willing – she’s recently gotten a new trainer, a newer better body (anything would be an improvement), and after her last debaucle at the VMA’s – where her look and her lipsynch fell apart – there’s no chance she’s going to not get it right this time. And catch this: Britney will be working with a new stylist for her – Brit Laury Smith, a stylist with an enormous resume in music, commercials, music videos and celebrities. Smith has dressed Hilary Duff, the Pussycat Dolls, Avril Lavigne, Paris Hilton, Peter Krause, Julian McMahon, and many more. So Britney should have a hot surprising new look – and let’s hope it’s a good one, and at least covers her up a little bit. Stylist Simone Harouche will be dressing Christina Aguilera as usual – so you know you can expect a glam fashion statement there. And we also know stylist Petra Flannery will be dressing singer Taylor Swift. There will also be some super-stylist presenters: Scarlett Johansson, Miley Cyrus, Lindsay Lohan, Michael Phelps, and the performers are Kid Rock, The Jonas Brothers, Katy Perry, Rihanna, Pink. The Ting Tings, Travis Barker and Lil Wayne. So while it won’t exactly look like the Marc Jacobs spring 09 collections – which will be the very next night in NYC – it will still have fun visuals, good hair and makeup – and no doubt, a touch of outrageousness that is fun to talk about the next day. After all, we’re going to be looking at political wives for the better part of the next few months, till November 4.