The crowd at fashion parties, usually a mix of journalists, industry executives, bloggers and friends, typically isn't impressed with many celebrities.

But when hip hop star LL Cool J arrived at his party Wednesday night at the Bryant Park Grill, nearly all of the guests rushed over and many of them jockeyed to be photographed with him.

The party was in honor of Sears Holdings Corp.'s new line, the LL Cool J for Sears collection, a multi-category brand that includes men's, junior's and children's clothing with price points between $24 for shirts and $60 for outerwear. The line launched in 450 stores across the country earlier this month.

The line is "a reflection of who I am on many levels," LL Cool J says. He has fond memories of his grandfather taking him to Sears as a child. "There was an organic aspect to the whole partnership that felt really good and natural. There's a real heritage there."

The line is trendy and slightly ornate, he says. "It's not a baggy, ghetto hip hop fit," he says. "It's a hip hop look because I'm LL Cool J, but it's not ghetto. It's city."

Initial strong sales are a bright spot for Sears, given that summer retail sales have been disappointing across the industry. "This is against the grain," Craig Israel, president of Sears apparel, says. "As we look at what's selling, we'll discover new trends in the business and react for Christmas."

Regatta Pacific Alliance Group is producing the line, and the company also produces the Simply Vera Vera Wang, Lagerfeld-Karl Lagerfeld and Daisy Fuentes lines.

LL Cool J's initial connection to Sears was formed when he was a child, so "he has a warm and fuzzy spot in his heart for it," says Regatta group president Haim Dabah says. "When a brand is authentic, the consumer responds to it."