When I read in WWD this morning that Justin Timberlake and Trace Ayala were set to open their first William Rast location in Los Angeles, my mind instantly went Robertson Blvd! Despite my personal loathing of Kitson and the Paris Hilton/Jennifer Love Hewitt-type paparazzi seekers that it draws, there are quality stores on the block and the foot traffic is as good as it gets in LA.

But I was wrong, instead they’re setting up shop at an outdoor mall in Century City, which makes sense too - but definitely isn’t as high-profile as one would expect for the launch boutique of a celebrity line. Perhaps this means someone actually did their homework at parent company People’s Liberation about where the numbers really made sense. How novel. Turns out William Rast is expected to turn a profit this year and they’re looking to open 40 stores over the next few years, with three already cemented with leases.

On a separate note: Justin, whatever was going on with your hair at the Emmys, let’s not do that again. It was old-school JT, and not in a good way. Cool? Okay, thanks.

There were a few feathers in February, mostly of the rock n’ roll variety.

Black and brown ones peppered Ann Sofie Back’s collection while William Rast decorated his punky cowboy jeans with white. They were used best in Ann Demeulemeester’s elaborate headdresses. Meanwhile, they’ve translated rather funny for fall.

We embrace feathers in general - they’re both sexy and we imagine comfortable. But the idea’s not being executed properly off the runway. Why, for example, is this Haute Hippie long vest made in bubble gum pink? The woman who will spend $695 on an over-sized boa doesn’t want it in pink. This Cavalli top, though just printed with feathers, looks like a pair of massive wings. And this beaded, feathered hair piece from Urban Outfitters would make Ann weep.

If we want to wear feathers this fall, and we do, should we be starting our most elaborate DIY yet, or have you seen some more promising feathered accessories?

Mr. Timberlake will be gracing our magazines come September in the ad campaigns for not one, but two Givenchy men’s fragrances: Play and Play Intense.

The suits at LVMH told WWD that they were looking for a new face for fragrance that would be recognized around the world.

“Most importantly, we needed to find a man who could embody the modern elegance specific to the Givenchy brand as well as all the facets of Play,” said Pamela Baxter, president and chief executive officer of LVMH Perfumes & Cosmetics N.A..

“The collection is really for the kind of girls we like. When creating the collection we were thinking of girls like Carré Otis, Debbie Harry; a real sexy tomboy girl who looks good without trying.” —Justin Timberlake, who very obviously has a “type”, to Vogue UK on his latest William Rast collection, newly launched at Selfridges

Revlon just named Jessica Biel their newest brand ambassador.

She joins a long list, including Jennifer Connelly, Elle MacPherson and Halle Berry and will eventually be shot for an international campaign and participate in all of Revlon’s charitable causes.

Initial thought? How does one land such a massive beauty contract when one does nothing but date an insanely successful guy? But WWD anticipated that question and explained that the actress does in fact have a few major movies coming out, one with Jake Gyllenhaal and another with Colin Firth.

And of course she’s busy playing “muse” to Justin Timberlake and Trace Ayala. She’ll wear a custom William Rast gown to tonight’s ball - with Revlon lipstick?

If you’d told fourteen-year-old me that in ten years I’d be sitting across the aisle from JC Chasez, the editor-in-chief of French Vogue, American Vogue and Paris Hilton at Justin Timberlake’s fashion show in New York, I’d have thought you were mad.

When Carine magically appeared in the first row decked in pink Margiela fur, heads huddled, “Are we at the right show?…What is she doing here?”

Then suddenly Anna was there, with Bee, just four seats away, “Um, we must be at the wrong show. I just wanted to see what Jessica Biel looks like in person. William Rast doesn’t even advertise in Vogue! I’m so confused.”

But then, thankfully, JC Chasez and his bright blue sweater vest sat just one seat from Carine (awkward!) and I knew I was in the right tent. I also suddenly remembered the moves to my 1999 cheerleading dance to “Bye, Bye, Bye”.

Meanwhile, the Americana collection paraded down the runway. The clothes were inspired by movies like Thelma & Louise; they reminded me of Isabel Marant’s Spring collection, very Western with fringe, studs, beaded embroidery, feathers and patchwork denim. Even Justin managed to work in a bit of Balmain influence with shoulder pads inside his vintage-like t-shirts.

Alas, no Jessica Biel, but Carine and JT in the same room more than made up for it.

Update: Apparently, she was there. Oops, now you know just how big the tent is!

Right now, at William Rast (Justin Timberlake’s show), both Carine and Anna are in attendance, the former wearing pink fur.

That is all (for now).

We know that just about every celebrity under the sun has started ‘designing’ their own fashion line, but this one really threw us for a loop - Jessica Biel is set to design a collection of handbags for Justin Timberlake’s line, William Rast.

Sure, Jess always looks pretty, but we were under the impression that her knowledge of fashion didn’t go past her True Religion jeans and Juicy Couture sweaters. She doesn’t turn up at the requisite star-studded fashion shows, nor is she particularly known for her style - we always thought that her casual look was decidedly un-fashion.

So why the foray into one of fashion’s most coveted accessories?

Apparently, if you’re a celebrity these days, anything is possible. Oh, and it probably doesn’t hurt that her boyfriend owns the line either.

—HAYLEY PHELAN

J. Lindeberg, sweater brand of choice for Brad Pitt and Interview, will soon be much more available stateside.

They announced this morning that they’re moving some of their operation to America in order to focus on customers here, which will be done entirely through People’s Liberation and William Rast.

We fully expect both a Fifth Ave flagship and a knit sweater vest on Justin Timberlake, maybe even at Fashion Rocks next week.