TRUE RELIGION OPENS AT WESTFIELD MONTGOMERY MALL (PHOTO)

Denim fans have a new shopping destination in Bethesda: True Religion opened today at Westfield Montgomery Mall. The new Bethesda location is one of the first in the nation to feature the retailer's redesigned store concept. True Religion CEO David Conn emphasized the store's "more contemporary look and feel" in a statement released today. Digital storefront windows and in-store kiosks reflect that modern approach.

Also new at Montgomery Mall's True Religion: the denim bar has been replaced by a Denim Gallery, which Creative Director Gary Harvey says will "ignite a bold conversation with our customers with a relevant 3-D expression of our brand."

Overall, the company states its goal is to "disrupt the senses," so it will be interesting to see how that plays out in the shopping experience.

TRUE RELIGION POSTS COMING SOON SIGN IN BETHESDA (PHOTO)

The prices are decidedly north of bargain, but money is no object for true denim fanatics at True Religion. Now True Religion is coming to Bethesda, at Westfield Montgomery Mall. Their eventual home on the lower level near Victoria's Secret has been occupied by The Walking Company. Now that TWC has been booted upstairs, construction can begin on the future True Religion.

They won't be opening until this fall, but they are hiring staff now - you can apply here. Although a quick search returned no job results on the page...

FREDDY OPENS IN BETHESDA AT WESTFIELD MONTGOMERY MALL (PHOTO)

Freddy has opened at Westfield Montgomery Mall. You may remember my preview not long ago. Inside, you'll find high-end activewear, and the ultra-tight Wr.up jeans. The chain is based in Milan.

LAST DAY TO SAVE 50% ON GUESS JEANS IN BETHESDA

Buy 1 pair of Guess jeans today at Guess at Westfield Montgomery Mall, and you'll get 50%-off of a second pair.

Offer applies to "most" styles of jeans.

Sale ends at close of store tonight.

THE JEANS RIHANNA WORE... NOW ON SALE AT BETHESDA ROW

When it comes to fashion icons in the year 2012, you'd have to put Kate Middleton at the top.  But not far behind is Rihanna, who may wear outlandishly-expensive designer wear on red carpets and runways, but who also dons more-affordable styles at times.  Her fashion sense is such that the UK's River Island has even signed her up to design her own line for them.

But you can steal one of her looks today at Bethesda Row, with these Citizens of Humanity Avedon skinny jeans, available at Luna on Woodmont Avenue.

Tell them Robert Dyer @ Bethesda Row sent you!

Luna, 7232 Woodmont Avenue. 301-656-1111.

CAN YOU SCORE

KATE MIDDLETON'S

JEANS SHOPPING AT

BETHESDA ROW?

YES, YOU CAN!

Is there a bigger style icon in the world than Kate Middleton?

Are you one of those women who follows Kate's sartorial tour de force as she travels the globe?

Luna boutique on Woodmont Avenue at Bethesda Row wants you to know that you won't have to travel the world to find this exact pair of jeans Kate wore while counseling a fellow enduring a severe Fashion Emergency in London recently.

That's because Luna carries them.