'BETTY' FOR SALE
By BONNIE VAUGHAN

December 3, 2006 -- Back in the old days, Carrie Bradshaw had a knack for launching copycat fashion trends on "Sex and the City." Who could forget the nameplate and the diamond horseshoe necklaces, the silly super-sized corsages and those infernal Manolo Blahniks? No TV character had exercised such a direct influence on women's sartorial choices - until now.

And it's the most unlikely style icon you'd ever imagine, the absolute anti-Carrie Bradshaw: It's Ugly Betty.

ABC's SeenON! section of its website (www.abctvstore.seenon.com), has provided the opportunity for years for TV fans to snap up their favorite characters' clothes and jewelry, from "Desperate Housewives" to "One Life to Live." In fact, it was the soaps that launched the whole "I'll have what she's wearing" syndrome, which usually involves jewelry pieces that feature prominently in a show's storyline and can often be seen on a character week after week. Think Luke and Laura's engagement ring - a cubic zirconia facsimile of which, at $59.98, is one of "General Hospital"'s biggest sellers.

"Ugly Betty"'s best-selling item is a piece of jewelry, too: It's Betty Suarez's signature necklace that the character pairs with each outfit in every episode. Fantastically tacky, the gold-toned "B" dangles from a string of faux pearls with three pearl-like droplets that, in turn, dangle from the bottom. At $172, Betty's necklace doesn't come cheap, unlike her Amber Sun Matte Jersey Swing Skirt ($68) and her Keds Argyle Slipons ($29).

Predictably, the pricier items are those worn by Mode magazine's hardcore staffers. Couture queen Wilhelmina Slater's attire, of course, is tres haute, with her Prada shoes and Nancy Gonzalez bags. Arrogant peon Amanda's war-drobe is more typical of the so-hip-it-hurts fashionista - a L.A.M.B. scoop-neck dress, for instance, and a ruched Abercrombie & Fitch tank top. And the shoes? Why, darling! Marc Jacobs, of course!

"Ugly Betty" items are posted on SeenON! an hour after each episode airs, and can be searched by character, episode or brand. Click on the piece you covet and you are then directed to the order page on the website or outlet that stocks it. They are net-a-porter.com, neimanmarcus.com and the destination for couture shoe shopping, zappos.com.

It must be a chore to decide which items make the cut. According to Bruce Gersh, the network's Senior Vice President of Business Development, all decisions are made after the each character's individual ensembles have carefully chosen and assembled.

"We sit down with the stylist and decide which product popped," Gersh explains. And most important, the items that end up on the site are chosen on availability. "If an item is a one-of-a-kind, that makes it more difficult to sell," he says.

This is not, Gersh insists, product placement. The goal is far more ambitious. "We hope to build enough of a fan base that we can create an extension program at a retailer." In simpler terms: there may soon be an Ugly Betty Boutique at a Saks or a Macys near you.

UGLY BETTY
Thursdays, 8 p.m., ABC

Ugly Betty's Top Sellers

Bettys "B" Necklace, $172

Designed by Jennifer Parrish of Parrish Relics, the handmade necklace is crafted from clay and topped with an antique gold finish.

Christina's Christian Louboutin Peep Toe Platforms, $690

These Christian Louboutin black leather peep-toe shoes have a 120mm heel, a 20mm platform and a signature red sole. Christina wore these in the show's premiere episode, September 28, 2006.

Amanda's Marc by Marc Jacobs Peep Toe Platforms, $398.95

Heavens to Murgatroyd! Amanda wore these ultra cute peep toe platform pump with girly trim and bow detail twice - in the October 12 and November 16 episodes.

Wilhelmina's Stuart Weitzman ExPump Heels, $278.95

Wilhemina first strutted through the terror-filled hallways at Mode in these cognac leopard hair pumps in October 5, 2006.

Wilhelmina's Nancy Gonzalez Knot-Handle Crocodile Shoulder Bag, $2,950

The most expensive item on the list, this accessory, seen in the September 28, 2006 pilot episode, is made in Colombia. - B.V.