We discussed the fate of Hogan earlier in the week when Tod’s S.P.A. announced they were closing their downtown store and moving uptown.

Their downtown image, one cultivated through ads starring Leigh Lezark and Elettra Weidemann, wasn’t quite working - so above 14th Street they went.

And of course we wondered who’d star in their new uptown ads. Someone said they’d tell us but they’d have to kill us, but then someone else told us. Hogan’s Fall 09 ads will allegedly star: Paz de la Huerta, Annabelle Dexter Jones, Rachel Chandler, Sam Hayes and Nate Lowman. Also, someone named Theo, we’re thinking Richards, and a Josephine.

Now we’re lost because it doesn’t really get more downtown than Mary-Kate Olsen’s artist boyfriend and the Ronsons’ baby-sister - unless this person’s constructed a super elaborate list to throw us off.

But, no, it is real and Hogan is confused.