When Christine Kellogg of the “Capitol” soap...

When Christine Kellogg of the “Capitol” soap landed a part in the play “Scorchers,” now at the Whitefire Theatre in Sherman Oaks, she called the television news show “PM Magazine.” Not to call a press conference but to ask for some fashion advice. It seems the show’s co-host, Debra Sue Maffett, is a friend of Kellogg’s. Together they went shopping for a dress Kellogg could wear on stage. It turned out to be a short, sequined, blue jersey number by Blondino. Next stop was the chair of hair stylist Edward Salazar, who added a blond extension to Kellogg’s hair “for a vampish look,” explains Lori de Waal, a spokeswoman for Kellogg. She adds that Christine was cast as a Southern “belle of the night.”

Giorgio’s Fred Hayman will debut a new fragrance in late November to coincide with the 25th anniversary of his now-world-famous shop. What’s more, he’ll launch the new scent with what spokeswoman Katie Sweet calls “a major gala.” (Hayman’s an expert at that, as guests at his previous perfume-launch parties in Beverly Hills and Paris will attest.) Sweet says it’s too early to reveal the name of the new scent, or even tell what it will smell like. But some of the most famous noses in town are about to get a whiff. Sweet says Hayman has invited “an informal panel to sample the new perfume.” The list includes Lydia and Charlton Heston, Wallis Annenberg, Maureen and John Dean, George and Alexis Peppard, Happy and Frances Franklin, Robert and Candice Culp, Merv Griffin, Altovise and Sammy Davis Jr. Asked about Fred’s former wife, Gale, who’s still a part owner of the company and embroiled in legal battles with her ex, Sweet says: “This new perfume has nothing to do with Gale Hayman.” As we reported here recently, Gale Hayman plans to launch her own cosmetics line in the spring of 1987.

More Rodeo Rumors: We heard from more than one source that the elite Henri Bendel store, on 57th Street in Manhattan, was considering a branch on Rodeo Drive. But developer Don Tronstein, chairman of the Rodeo Drive Committee, has no comment on the matter. And a phone call to corporate offices of the Limited in Columbus, Ohio (owner of Bendel’s), proved no more illuminating. Susan Saull, in the public relations department there, said she knew nothing about such a proposed store. Listen’s rarely wrong sources tell us that negotiations have been on-again, off-again for some time. At this point, they’re off.

The star struck and fashion fanatic both may find reason to indulge this weekend at the Music Center’s Mercado. Greg Louganis’ black Speedo trunks, a selection of Frank Sinatra’s scarfs and a Nolan Miller gown designed for Joan Collins will be among the celebrity wares sold at that biennial fund-raiser. The outdoor market will feature everything from belts to swimwear, jewelry to designer gowns--$2 million in merchandise to be sold for up to half of retail price. Not everything goes for a song: The Revillon fur package, for example, includes a trip to New York for a consultation with designer Carolina Herrera and a stay at the Pierre Hotel. (Valued at $15,425, that package will be auctioned at a pre-Mercado black-tie gala.) Some non-wearables also will find their way to market, such as the 1986 Lincoln Mark VII, which will be given away in a drawing. The Mercado is expected to raise $750,000 for the Los Angeles Philharmonic, the Joffrey Ballet, Los Angeles Master Chorale, Music Center Opera Assn. and the Center Theatre Group/Mark Taper Forum. The event will be at the Music Center Plaza Saturday 9 a.m. to midnight and Sunday 9 a.m. to 6 p.m. Admission is $5. For information, call (213) 972-7649.

Buy a shirt, get a singing phonegram. We thought we’d seen it all in mixed-media retail promotions, what with umbrellas available as after-shave come-ons and luggage offered with purchases of eye shadow. But May Co.’s Father’s Day enticement, in which customers who purchase $25 or more of men’s merchandise will receive a coupon for a free Live Wires singing phonegram or a 10% discount on an “in person” Live Wires singing telegram, takes Listen’s mixed-media merchandising cake. The promotion is scheduled Sunday to June 15 in all May Co. branches, but orders for Father’s Day phonegrams or telegrams must be placed before Thursday.

Singer Juice Newton is “changing her image, from country to something more up to date,” designer David Keys of the Plunkett-Keys boutique tells Listen. Juice stopped by his shop to browse and left carrying fabric swatches and a couple of ideas for outfits to wear on stage, Keys reports. She decided to have him make two pantsuits she can “change around.” Both have flourescent, electric-color jackets and pants, one set in pink and one turquiose, with lame tops. Keys promises this for Newton’s future: “You’ll see her coming.”

Roses are red, violets are blue, now you can look like a soap star too. “Days of Our Lives” makeup artist Carol Brown says she plans to teach a six-week class on the tricks of her trade with “Days” regular Peggy McCay and others on hand to model. She’s put together a series of six classes ($225 prepaid, $300 at the door), which will begin June 30 at Cinema Secrets on West Olive Street in Burbank. If your life sounds like scenes from a soap opera, you may as well look the part.

You’ve heard of Elvis Presley’s Graceland and Dolly Parton’s Dollywood. Well, menswear designer Allyn St. George has gone country too. St. George tells Listen he named his new 20-acre spread in Colt’s Neck, N.J., Saintland. (His nickname is the Saint.) The property has its own four-acre lake with island and its own forest, which St. George says he’s turned into a natural preserve for wildlife. “If Presley can do it, why can’t I?” Allyn asks. “He only had 3 1/2 acres.”

The fleet-of-foot look is in for fall. Christian Dior men’s hosiery has come out with a cotton-blend sock featuring a jet fighter in flight stitched on the ankle. Listen asked Dior’s Floriana Gogarnoiu if the sock was inspired by the current movie hit “Top Gun,” which is about fighter pilots. She tells us: “Actually, it was inspired by the graphics in video games.”