Burberry devotees gathered at New York’s Palace Hotel last night to celebrate Burberry Day (for which an official decree was issued by Mayor Bloomberg) and witness the illumination of three huge signs on the British luxury brand’s U.S. headquarters. Attendee Blake Lively, luminous herself in a monochromatic gray ensemble by the label of the hour, must’ve felt right at home: Her Gossip Girl character, Serena van der Woodsen, resides in the Palace.

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