[All photos by BILLY FARRELL for PMc].

Maggie Gyllenhaal, Erin Lucas, Serena Williams Amy Sacco, Tim Morehouse, models Arlenis Sosa and Erin Heatherton, Scott Buccheit, Lady Victoria Hervey, Melissa Berkelhammer, and Paul Johnson-Calderon (who hopefully kept his paws off the merchandise and his temper in check...) were among the fashionable crowd that joined Louis Vuitton CEO Daniel Lalonde for the launch of the 2010 Louis Vuitton Cruise Collection. The event took place at Saks Fifth Avenue, where the Louis Vuitton department was decked out with LV topiary, dangling ribbons, crystals, and of course, the collection's trunks and bags.