This year, a busy Fashion's Night Out

What a difference a year makes. For the sophomore effort on Friday, Sept. 10, Southern California is fielding a slate of highly organized, "Vogue-sanctioned" events, stretching from Newport Beach to Pasadena, and Los Angeles Mayor Antonio Villaraigosa's Office of Economic and Business Policy is rallying retailers.

Following are highlights of planned Fashion's Night Out activities in three cities — Beverly Hills, Los Angeles and West Hollywood — within whose borders some 300 assorted and sundry parties, personal appearances, shopping discounts and the like will occur simultaneously.

Beverly Hills

Sixty-seven retailers have signed up to mark FNO in the 90210, which will have a decidedly circus-like atmosphere — thanks to a four-story-tall Ferris wheel set up in the 200 block of North Rodeo Drive. (Rides are free — if you have a proof-of-purchase receipt from one of the evening's participating stores.)

Among the events scheduled for the evening: at Giorgio Armani, actor Samuel L. Jackson will host an exhibition of his favorite red carpet looks over the years, displayed on mannequins and accompanied by a question-and-answer session with fashion critic Steven Cojocaru from 6:30 to 8:30 p.m. (reservations, which can be made at , are recommended), Chanel will be offering free manicures with its new collection of polishes, and the Lacoste boutique will be the site of a Wii tennis tournament.

There will be no shortage of parties. Valentino, for example, is having a casino night. DJs Super Mash Bros. will be spinning at Emporio Armani, while DJ Rick Khan has been tapped for Roberto Cavalli's bash. Geary's will host a "gentleman's lounge" with Scotch, beer, hors d'oeuvres and some heavy-duty models — of Rolex and Patek Phillipe timepieces, that is.

At 6 p.m., a life-size celebrity version of the fashion trivia board game Fashion Rules will begin at the foot of the Ferris wheel on Rodeo, and is set to include singer/actress Kelly Osbourne, "Dancing With the Stars" judge Carrie Ann Inaba, stylist George Kotsiopoulos and Vogue's West Coast editor Lisa Love.

Tod's is selling a limited-edition handbag for the event, Salvatore Ferragamo is celebrating its first collection from new Creative Director Massimiliano Giornetti with the launch of his W-bag purse Mikimoto will be featuring pearl-stringing demonstrations and Coach will have artists on hand to customize merchandise.

Organizers also have made sure that Rodeo Drive revelers will be able to fill their stomachs as easily as they empty their wallets, promising the famed thoroughfare will be lined with gourmet food trucks serving a variety of fare including kimchi-topped French fries and architecturally themed ice cream sandwiches.

Beverly Hills' Fashion's Night Out, centered on Rodeo Drive, runs 6 to 10 p.m. on Sept. 10. Additional information and updates are available at the Rodeo Drive Committee's website: http://www.rodeodrive-bh.com/fashionsnightout.html.

Los Angeles

The beige box that dominates the intersection of La Cienega and Beverly boulevards is shaping up to dominate this year's local FNO efforts — and not just for the benefit of its own tenants.

In partnership with the mayor's office, the Beverly Center will function as the hub, headquarters and starting point for the city's FNO events, with free parking (starting at 4 p.m.) and no-cost busses to ferry shoppers to six retail districts centered on Melrose Avenue, Robertson Boulevard, West 3rd Street, Abbot Kinney Boulevard, downtown Los Angeles and Los Feliz.

As befits Hollywood, the night of extended shopping will kick off with red carpet arrivals at the Beverly Center at 4 p.m., as VIPs, celebrities and invitees turning out to hear remarks from the mayor, who is slated to speak at a 5 p.m. news conference alongside Vogue's Lisa Love, L.A.-based designer Randolph Duke, skateboarder/reality TV star Rob Dyrdek and Black Eyed Peas singer will.i.am.