Mary Alice Haney celebrates launch of her label with Net-a-porter

| Los Angeles Times Fashion Critic |

Jan 31, 2014 | 5:06 PM

Mary Alice Haney celebrates launch of her label with Net-a-porter — Designer Mary Alice Haney, right, with actress Cobie Smulders at the launch of Haney's new line at the Standard Hotel. (Jonathan Leibson)

What better way to launch a line of party dresses than to throw a party, invite all your model-gorgeous friends and dress them for the event?

That's exactly what L.A. stylist and society maven Mary Alice Haney did on Thursday night, when she hosted a dinner and disco party at the Standard Hotel's Mmhmmm Lounge to mark the arrival of her collection on Net-a-Porter last month.

Except, she reported, the line has already nearly sold out on the fashion website. (More stock is coming soon, and you can also purchase the collection at ShopHaney.com.)

The line was created around the idea of customizable gowns, or "prêt-à-couture," as Haney calls it. Styles are inspired by and named after Haney's star clients, such as Reese Witherspoon and Jessica Alba, and stylish pals, such as Minnie Mortimer and Alexis Swanson Traina.

At the party Thursday night, Haney was wearing the "Minnie" dress with a high slit and embellished bell sleeves. Model-actress Molly Sims was in her namesake "Molly" dress, a short knit style with dramatic fringed sleeves. And actress Cobie Smulders chose the "Marlien" dress, a ladylike mid-calf style with a deep, lace covered V-neck.

Liz Goldwyn, Crystal Lourd, Cameron Silver, Jordana Brewster, Magda Berliner, Sally Perrin, Angelique Soave, Tatiana Sorokko, Sutton Stracke and many more also stopped by with well wishes.

Prices for Haney range from $2,356 to $6,588, depending on embellishments, and dresses take six weeks to complete. Styles available on Net-a-porter are not customizable but ship immediately.

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booth.moore@latimes.com