Photo: Jamie McCarthy, Getty Images

Forget the Upfronts, what's happening in back?

Upfront Week, for those who have never heard of this curious thing, is when the TV networks unveil their new season line-ups in a barrage of media events in New York City. Why an industry based in Los Angeles drags itself every year across the country, like modern day Beverly Hillbillies with their mattresses and actresses tied to their truck, is anyone's guess. But they do, and with them comes the spectacle of the Upfronts Gifting Suite.

This year's hot swag spot was the Lia Sophia suite at the London Hotel on W. 54th St. You might recognize the pretty thing in the photograph as Jessica Lowndes from CW's recently renewed "90210" series. As well as those Lia Sophia necklaces which look so good on all the girls, Lowndes picked up some Lancaster sun-care items and the latest "boyfriend" style striped tanks from Michael Stars, as well as a pair of Heelys sneakers with a roller skate heel.

"Dancing with the Stars'" Tony Dovolani also picked up some Heelys, and Ramona from "Real Housewives of New York" made out with three pairs of Habitual jeans, valued at $190 each.

Hopefully, one pair is for her to wear over her head next season.