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Attention, shoppers. Not all retail news is dour. Brave store openings bring new gems throughout the city. But the suburbs get bragging rights to the biggest news: The first Midwest location for cheap-chic crown jewel Zara just opened at Westfield Old Orchard mall in Skokie.

Often passing as designer fare in fashion-savvy circles, the Spain-based chain’s women’s, men’s and children’s clothing and accessories have long been staples of Manhattanites with Vogue appetites. Now, Chicago-area women can fortify their fall/winter wardrobe with Zara pintucked chiffon blouses in the new palette of pastels for less than $100. (We’re told the Zara opening on the Magnificent Mile likely will be delayed, possibly until near the end of 2009.) Here, a sampling of other stellar openings in time for fall shopping.

DNA 2050

Lincoln Park’s new DNA 2050 carries all the necessary pieces for men and women to build a wardrobe. The chainlet (which also has locations in New York and McLean, Va., with another Chicago location planned in early 2009) carries a fashion-forward women’s selection, including casual options such as a green pea coat from William Rast ($409) and a yellow cashmere sweater from Knitwit ($145). But this shop is particularly good news for the fellas, who can find everything from preppy, work-appropriate cashmere sweaters and structured button-downs from Adam (around $250) to jackets with a rock-and-roll aesthetic. The shop also has a G-Star boutique, and the denim selection includes Anlo, Seven for All Mankind, Rich and Skinny and Diesel (the average price point is $200). 2122 N. Halsted St.; 773-525-8004.

Maria Pinto

Maria Pinto, the pint-sized tour-de-force designer who has dressed Michelle Obama and Oprah Winfrey, opened her first retail space in the West Loop, moving from her North Elston Avenue atelier so customers can see the entire story of her brand in one space. Although primarily known for her jaw-dropping eveningwear, she also has an array of work-appropriate trousers ($500) and tailored dresses, all in her signature sumptuous fabrics and flattering cuts that accentuate a woman’s curves. The gorgeous, gallery-like space showcases her designs as well as a few from other sources, which start at around $300 for a sweater on up to $5,000 for evening dresses. 135 N. Jefferson St.; 312-648-1350, mariapinto.com.

Aritzia

Canadian import Aritzia blends a laid-back, lounge atmosphere with boutique brands aimed at young women. Despite the clubby ambience, the 4,300-square-foot shop carries flattering cuts and comfy clothes that are less disposable than those found at H&M, and more demure than those at Forever 21. Brands include Ella Moss, Talula, Twelfth Street by Cynthia Vincent and Vince. This shop also will carry selected items from Marc by Marc Jacobs and See by Chloe. Prices start at $18 for pajama-feeling T’s up to $500 for dresses. A second location in Northbrook Court is slated to open later in the fall. Water Tower Place, 835 N. Michigan Ave., 3rd floor; 312-867-9230, aritzia.com.

Original Penguin

Retro brand Original Penguin has revamped its style with a cheeky nod to its preppy past. The Gold Coast store carries modern interpretations of 1950s plaids and stripes with cashmere sweaters, button-downs, polos ($59) and sporty dresses. The brand has also relaunched the Penguin Black ID line of cotton polo shirts with underarm gussets, golf jackets and pants for those who actually want to use the sportswear to actually participate in sports. The shop also carries shoes, bags and belts, as well as a cute line for little boys. Price range: $25 to $500. 901 N. Rush St.; 312-475-0792, originalpenguin.com.

Aberle

Already have the clothes? Lincoln Park accessories boutique Aberle carries the elements to complete the outfit: jewelry, shoes and handbags. Statement shoes are from brands such as Loeffler Randall, Sigerson Morrison, Cynthia Vincent and Jean-Michel Cazabat, from sexy heels to cute, modern booties (prices average $350). Also look for handbags from Rebecca Minkoff, Sissi Rossi and the buzzworthy line Bird. (Bags start at $350 for a clutch). Fine jewelry brands Jude Frances and the high-end line from Me&Ro as well as sunglasses and belts round out the selection. 1101 W. Webster Ave.; 773-477-1101.

Frankie’s on the Park

Lincoln Park’s teens and tweens have a new place to shop. New, two-floor store Frankie’s on the Park (ahem, brilliantly located near the Latin School and Francis Parker) offers casual wear for the school day and special occasion attire ($75-$750) for graduations and dances, geared toward boys and girls age 8 to 18. Suits for boys are from the likes of Hickey Freeman and Ike Behar. Dress brands include Shoshanna and Yoana Baraschi, and about half the brands are stocked in women’s sizes to fit older girls. Custom options are also available from bridal designer Michelle Rahn. On the casual side, find seven denim lines, of which only two (Genetic and Chip & Pepper) are more than $100 a pair. The hub is the 30-foot-long graffiti bar, where kids can customize clothes with more than 300 original and vintage transfer decals. 2322 N. Clark St.; 773-248-0400.

Also …

L.L. Bean has opened its first Midwest store at the Arboretum shopping center in South Barrington, which is celebrating its grand opening this weekend. … Le Sportsac is doing brisk business with its Stella McCartney line in Bucktown. 1727 N. Damen Ave.; 773-227-1080.

To come …

Gurnee Mills lays claim to the first Neiman Marcus Last Call Clearance Center in Chicagoland, scheduled to open in May. It will carry marked-down merch from Neiman Marcus and Bergdorf Goodman stores. … A few openings slated for sometime this fall are Hickey Freeman in the Gold Coast; Joe’s Jeans in Bucktown; Michael Kors in the 900 N. Michigan Ave. Shops; and Neiman Marcus’ younger sister store CUSP in Water Tower Place.