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Gucci celebrated the launch of its Tattoo Heart Collection on Wednesday, a line of products that benefits UNICEF. Rihanna, who is the new face of the campaign, was joined Gucci creative director Frida Giannini at a snowflake lighting ceremony at the Grand Army Plaza, which was followed by an event at Gucci's flagship and dinner at the Plaza's Oak Room. Guests included Madonna, Penn Badgley, Blake Lively, Adrian Grenier, Monet Mazur, Timbaland, Mary J. Blige, Erin Wasson, Becki Newton and Chris Diamantopoulos, Kelly Rutherford, Patricia Field, Charlotte Ronson, Shoshanna Lonstein Gruss, Jessica Joffe, Julia Restoin Roitfeld, Mamie Gummer, Eleanor Ylvisaker, Bethenny Frankel, Anja Rubik, Hal Rubenstein, Magnus Berger, Joe Zee, Kelly Killoren Bensimon, Lizzie and Jonathan Tisch, and Maggie Betts. [Style.com, NYO, PMc, Wireimage]

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♦ The Cinema Society and Details magazine hosted a party for Milk at the Bowery Hotel on Tuesday night, where the film's stars, Sean Penn, Emile Hirsch, James Franco, Alison Pill and Josh Brolin, mingled with Juliette Lewis, David Blaine, Adrian Grenier, Marc Jacobs and Lorenzo Martone, Helena Christensen, Naomi Watts and Liev Schreiber, Taylor Momsen, Ricki Lake, Charlotte Ronson, Chace Crawford, Rufus Wainwright, Mark Consuelos, Andrew Saffir, Wendy and Steve Madden, Bettina Zilkha, Debbie Bancroft, Jackie Astier, Patrick McMullan, James Gandolfini, Michel Gondry, Peter Dinklage, Vikram Chatwal, Rainn Wilson, Liam McMullan, and Le Call. [PMc, GoaG]

♦ The 59th annual National Book Awards took place at Cipriani Wall Street on Wednesday night. Attendees included Anna Wintour, Billy Norwich, Candace Bushnell and Charles Askegard, Eric Bogosian, Erica Jong, Ken Simon, Harry Evans, Kiran Desai, Morgan Entrekin, Stephen Daldry, Steve Kroft, Gita and Sonny Mehta, Jann Wenner, Jonathan Burnham, Steve Ross, Paul Bogaards, Ed Victor, Brice Marden, Joan Didion, Mort Janklow, Ira Silverberg, Paul Slovak, Peter Mathiessen, David Steinberger, Jessica Hagedorn, and Alice Mayhew. [NYO, PMc, NYSD]

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♦ Charlotte Ronson and Maggie Rizer hosted the Art Rocks! party last night at the Bowery Hotel, which benefited the Naomi Berrie Diabetes Center. The duo welcomed guests like Ally Hilfiger, Olivia Palermo, Alexandra Richards, Theodora Richards, Liam McMullan, DJ Cassidy, Moises De La Renta, Kipton Cronkite, Peter Davis, Timo Weiland, Kristian Laliberte, Devorah Rose, and Matt Levine. [PMc, Wireimage, GoaG, NYO]