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Water Color Florals—"People have been wearing solids for years and karen walker sunglasses want something new," Casaccio said. "The floral prints are great for summer." Chevron Strips—Casaccio said this was popular well before the summer, but it continues to catch on for new customers all the time. Lace and Patio Dresses—"It's just so hot out. The lace is perfect." And patio dresses are always popular in the summer. Enamel Bangles—Popular bracelets. Layering bracelets is also very in right now. Casaccio said Cela Creations is the only La Grange vendor to sell the popular Alex and Ani collection. Michelle Smith staged a fashion show for her Milly label July 20 during Sound Marc Jacobs sunglasses Waves @The House in Montauk. This kickoff event featured Natalia Kills, DJ Hesta Prynn and other musical performances. It was the first of a five-week series that will showcase internationally recognized artists and emerging talent. One of the curators of Sound Waves, Ian Gerard of Syndicate 5, who is also chief executive officer of Gen Art, recruited Smith. The two have been friendly since he produced Milly’s first fashion week show in 2002. Smith has a pop-up store on Main Street in East Hampton. RELATED STORY: The Hamptons Summer Retail Scene >> A Montauk regular for 15 years, Bethany Mayer, who owns the Surf Bazaar at the Surf Lodge, said, “The biggest thierry lasry online noticeable change has been how very fashionable it has become. It’s not a sleepy little fishing village anymore.” But Mayer noted style setters started coming to Montauk decades ago such as Andy Warhol, The Rolling Stones and Peter Beard. To keep up with this summer’s increasingly fashion-minded crowd, she’s selling labels like Mikoh, Cheyann Benedict and Samudra and hosting trunk shows. She also designs the Surf Bazaar collection. With two houses in Montauk, Mayer and her husband bounce between the beach and their New York City apartment. “I have city time and Montauk time all year round. I encourage this type of lifestyle. It’s inspiring,” she said. “We think it’s a new way of life. It doesn’t have to be one city or the other anymore.”