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Your morning fashion and beauty report: No pants subway ride 2011, Gwyneth Paltrow's latest endeavor, and be careful how you use Kate Middleton's name

January 10, 2011 |  8:50 am

Agwynth

The annual no-pants subway ride happened Sunday. That's right, fun-loving subway riders everywhere were encouraged by a group called Improv Everywhere to drop trou and ride in their underwear, just for a hoot. In New York alone, an estimated 3,500 braved the cold January weather to do it. Sound weird? Well, here in Southern California, merry pranksters gather to moon an Amtrak train once a year. Fun? I guess, but not much of a fashion statement. [Time]

It was bound to happen sooner or later: Fast-fashion chain H&M has teamed up for what is believed to be the first collaboration with a fashion blogger, partnering with Swedish darling Elin Kling, who is regarded as that country's leading fashionista. The line is set to launch Feb. 3 in 10 select stores in Sweden, and 10% of sales will be donated to UNICEF. [Telegraph]   

Gwyneth Paltrow has been making a stir recently, with her new movie "Country Strong," an appearance on "Glee" and a performance at the Country Music Awards, among other things. Now she's just been named a brand ambassador for Swiss watchmaker Baume and Mercier. [WWD] (Subscription required.)

Miss America turns 90 this year, as our Jenn Harris reported recently. The pageant could chalk up another "first" this year: Miss Delaware, Kayla Martell, might compete without hair. Martell has alopecia areata, an autoimmune disorder that causes sufferers to lose their hair and can leave them totally bald. Although she won the Miss Delaware competition wearing a wig, Miss America organizers have told her she may compete with her head au naturel in the competition Jan. 15 if she chooses to do so. [BellaSugar]  

The buzz is that Vogue Editor in Chief Anna Wintour is on tap to receive France's highest award, the Legion d'Honneur, this year. British-born Wintour already boasts an Order of the British Empire. [WWD]  

Retailers across the pond are being warned against using princess-to-be Kate Middleton's name to boost sales. (Think of ads for "the Kate Middleton" dress or hat.) There are no written rules, but courtiers said firms would be warned that they risk running afoul of trademark and copyright laws if they use her full name on merchandise, because the country bans using the names of royals to endorse products and Kate is almost a royal. [Daily Mail]

UGGs as high-fashion? EMU Australia, maker of UGG-type boots and other apparel, has announced that it will mount a runway show during New York Fashion Week in February. It won't actually be part of Fashion Week but will take place in NYC at the same time. [The Cut]

-- Susan Denley

Photo: Gwyneth Paltrow  Credit: Peter Kramer / Associated Press

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