While people keep asking Lorenzo Martone about his impending nuptials with Marc, we were more interested to read about his new business venture in this morning’s NY Post.

Martone and former Elite marketing director Ryan Brown have created ARC NY, a public relations agency just for models. They told Page Six: “Our goal is to build equity around the girl’s personality.” That means helping them branch out into other projects like acting, singing and product lines.

So far they’ve lined up Lydia Hearst, Alessandra Ambrosio, Fernanda Motta, Julie Henderson, and Jessica White.

We think this sounds like a pretty cool idea. Because it’s always painful to watch a celebrity (model, actress, or singer) stumble into new genres, seemingly without a plan or any guidance whatsoever. And between Lorenzo and Ryan, they’ve got the media savvy backgrounds and serious connections to make some really interest projects happen.

Though we can’t lie and say the possible “singing” careers don’t frighten us just a wee bit. But we’re gonna go ahead and trust in Lorenzo’s good taste on these matters.

The Whitney Art Party’s on Wednesday night and we’ve gotten the first edition of the confirmed guest list.

Starlets and artists will be there in droves, but as far as models go, there’s Coco Rocha, Lydia Hearst, Dree Hemingway, Brooklyn Decker, Lisa Cant, Julie Henderson, Maggie Rizer, Selita Ebanks and Hilary Rhoda.

And of course, we have no idea what to wear, especially since the party’s sponsored by BCBG again which means all of their perfect little bodies will be swathed in Herve bandages with feet tucked into sky high heels. Because sure, no one’s looking at us, but it takes a serious outfit to guarantee we won’t hide in a corner under the weight of being anything less than 5’11 with long blond hair and the perfect Rick Owens leather jacket.

So, should we follow in the footsteps of last year with a long vintage floral number, flat sandals and little effort? Or, is it time to step it up with something a bit smaller and louder? If only we had this in our closet.

“If there is anyone’s footsteps I could follow in, it would definitely be Milla Jovovich where she is still a high-powered fashion model and an extremely respected actress and of course a full-time mother and has a fashion line.” —Lydia Hearst to Fox News.

—PHOTOGRAPHY BY JEREMY KOST

Lydia Hearst may be best known for her UES roots on this side of the Atlantic, but in France, Ms. Hearst appears to be all model.

Not only did Femmes choose the Hitchcock-blonde as star of their relaunch edition, but the heiress also appears in another French magazine this month, Citizen K, in an editorial shot by Gregory Derkenne.

Maybe they have her confused with Grace Kelly?

Décidez!

Last week, Lydia Hearst told me she’d be walking two shows this season: An unnamed exclusive in Madrid and of course, Pringle of Scotland in Milan as one of the brand’s new faces.

But you guys noticed that Lydia was MIA in Milan, even though Pixie, another new Pringle face, sat front row.

Apparently, it’s because she’s off to Cairo on a mission for Operation Smile with her sister and brother-in-law. The heiress and model is this year’s official ambassador for the charity, and we guess she got her date book a bit mixed up.

Anyway, as for us, we’re off to Paris! Tomorrow look for tweets on just how many LVMH-ers are in Gareth’s front row.

Even though Lydia Hearst is the face of Myla and Pringle of Scotland (she has an exclusive to walk for them in Milan as well as another show in Madrid), and has modeled for French Plaboy’s cover as well as a couple European Vogues, people still tend to smirk whenever she’s listed as “model”. So we wonder if this news will have any affect on doubters everywhere:

The French magazine Femmes is relaunching in March. In celebration, they’ve used Lydia as the one and only model (forty pages) and have even included a six-page article on her and her family.

Please, check out a few of the images and help us decide whether Lydia’s a “real” model or not. In the mean time, we’ll just wonder how she could have seriously been missing from the Barbie show.

Last night, I came to terms with the fact that talking to Matthew Williamson is about as close as I’ll ever get to talking to Johnny Depp. And I think I’m ok with that.

He sat front row at Sienna and Savannah Miller’s show at some place called The Dairy. We walked down a long gravel path into a champagne and cigarette smoke-filled tent before entering another tent for the super small show.

The British designer and friend to Sienna sat next to Roisin Murphy who sat one seat away from Alexa Chung, a few down from Leigh Lezark (where’d she come from?) who talked to Lydia Hearst.

According to the program, the collection was inspired by Jean Luc Goddard and Charlie Chaplin. According to us, it was inspired by Sienna Miller. There were waistcoats, skinny jeans, super cute girly dresses that were beyond short (and I’m a huge fan of short). The show ended with colorful sequins or beads (I couldn’t really tell) over thin black jersey shirts and dresses. Jourdan closed the show with the sexy sparkly dress at left.

And you can add the chunky studded platforms to the list of awesome shoes taking London Fashion Week by storm.

Someone who’d caught a preview of the Ann Sofie Back show told me, “It’s really scary.”

So when the lights went dark after Peter Jensen (the two Topshop sponsored designers showed back to back), I was ready.

Cue Psycho soundtrack, zombie make-up, a sweatshirt printed with “Boo!” and Bride of Frankenstein hair - they even made the models walk like Karlie - but the clothes themselves weren’t so scary.

They were black, sure, and ripped, but Urban Outfitters is stocked with ripped clothes so any scare factor is long gone. There were dream catchers woven onto dresses and feathers strung from skirts and sweaters over lacy leggings. The models wore oversized blazers and boyfriend jeans, all those ripped, too, and witchy boots decorated with feathers and bells.

Honestly, we spent most of the show wondering just what Lydia Hearst and Kanye West could possibly be talking about.

Like any good American girl, I’m obsessed with Topshop.

And like any good fashion obsessed girl, I love Katie Grand.

But I have to admit, the Katie Grand styled Topshop Unique show was kind of a mess.

The clothes were very new rave, neon and kind of grungy. Liu Wen, Karlie (walking her first London Fashion Week), Jourdan & co. stomped down the runway in hooded anoraks and massive, blanket-like scarves. There were Balmain-shouldered sweatshirts paired with patchwork leather skirts, ill-fitting tube dresses and a hooded multi-colored sequined jumpsuit to top it all off.

Meanwhile, the accessories rocked, especially the glow stick necklaces and clutches.

Before the show, Hanne Gaby Odiele complained about her fat legs.

During the show, I sat right behind Daisy Lowe, Pixie Geldof and Lydia Hearst (from here on out referred to as the Brit It-Girls). I’d stuffed my face half full of delicious Topshop meringues before someone was kind enough to point out that I’d be in every single paparazzi picture this side of the Atlantic.

Whatever, the meringue was delicious. Wish the clothes were, too.

Pringle of Scotland’s recruited Daisy Lowe, Pixie Geldof and Lydia Hearst to pose in their Fabien Baron-directed Spring ad campaign.

Someone’s having an identity crisis.

The “troika” of It-girls, (and never has “it” meant nothing more than the sum of daddy’s money), star with two actual models in the black and white, sixties style spread shot by Steven Meisel.

Pringle says, “We were looking at iconic faces and Pixie Geldof had been on our radar for a little while, and then we started looking at the friends she hangs with….I liked the feeling of reality…it’s not just pulled together for an ad campaign.”

We say, “If you’re revamping your image to appeal to a younger demographic, just say it. Please don’t call Pixie Geldof’s face iconic. Please don’t assume Lydia Hearst hangs out with Pixie just because they’re both rich and please don’t pretend your carefully calculated ads are snapshots of reality. And please continue to use models.”

On another note, Adidas is adding Jeremy Scott to its list of “celebrity faces” fronting the Spring 09 ad campaign which begs the very important question, do actual real-life customers even know who people like Jeremy Scott, Pixie Geldof, Harley Viera Newton, etc, are?

Because companies are shelling out way more dollars for these people than they would for unknown and gorgeous models, and we’re dying to know - is it worth it?

Elettra Rossellini Wiedemann is the new face, or body rather, of Italian lingerie line Yamamay.

What is it about kind of random foreign lingerie brands and super skinny daughters of important people that make such a good pair?

Well, according to Yamamay’s CEO, Gianluigi Cimmino, it’s Wiedemann’s “innate elegance” and perfect “curves” that make her the ideal face for their “sensual” underpinnings. He loves that “all women will be able to relate to her”.

Elettra’s gorgeous, but seriously? We thought lingerie ads were supposed to be aspirational, not relatable.

Which explains the long roster of pretty rich girls with well air brushed bodies fronting an international array of bras: Lydia Hearst for Myla, Kimberley Stewart for Adore Moi, Daisy Lowe and Peaches Geldof for AP and now Elettra for Yamamay.

So, Lou Doillon for Princess Tam-Tam? Because, she like totally reminds me of my BFF.

Right this very second, Lydia Hearst is in Paris. Not because she’s early for Saturday’s shows, but because she’s the star of the next Hermes lookbook.

This is just another gig in the UESider’s burgeoning modeling career - she’s posed for Escada, Nars, myriad editorials/covers, and she’s even walked a few runways that weren’t Heatherette.

Plus, a zillionaire publishing heiress is probably the best method of targeting-the-audience we’ve seen since Cory Kennedy smirked for Urban Decay.

Maybe they’ll even name a coin purse or something after her.

—PHOTOGRAPHY BY JEREMY KOST

Is Heatherette finished?

We still can’t get a straight answer, but here’s something that helps our decision:

Tonight, Richie Rich is launching his own line of shoes in the Lower East Side… all by himself.

The shoes are different from the super cute footwear Heatherette already made for Irregular Choice, but their muse is the same:

We hear the model / actress / writer / cat lover / philanthropist / shiny blonde Lydia Hearst will preside over the party, and wear Richie’s very first pair of solo heels.

Cinderella, scoot over (and you, too, Carrie Bradshaw).

We all know there’s been a ton of rumors lately that Richie Rich and Traver Rains are walking on separate yellow brick roads these days, but some recent developments might prove otherwise -

First, the glitter boys shot a prom-themed spread for ELLEgirl with Lydia Hearst right after the rumors of their demise swirled Gossip Girl-style all over the internet.

Now, we’ve learned that they’re flying out to LA with Paper Magazine today as special guests at Playboy’s Playmate of the Year Luncheon since they custom designed the winning bunny’s dress - and we were told this by a concerned Heatherette fan that wanted to help “squash the rumors.”

So now the real question is - are these one-time events for the sake of the good old days?

Or can we all expect a blowout show in September?