Tennis star Maria Sharapova has a new partner who indulges her favorite passion — fashion. 

Sharapova has become the face of the new collection Cole Haan Sporting, which launches in spring 2009, and in future seasons plans to be involved in designing the collection. 

“My designs will be next fall, so I’m very excited,” Sharapova, who is taking a break from tennis to recover from a shoulder injury. “Ever since I was young I loved making things and being part of the design process.” 

 ”It’s pieces that really represent my lifestyle and the lifestyle of a New Yorker — a busy life,” said the 2006 U.S. Open champion, who earlier on Monday graced the front row of designer Peter Som’s show at New York Fashion Week, along with Vogue editor Anna Wintour. 

U.S. designer Tommy Hilfiger was also pushing a new product — a television show called “Ironic, Iconic America” based on a coffee table book of the same name and designed to show off American pop culture. 

Hilfiger invited journalists to a preview of his spring/summer 2009 men’s and women’s collections at studios in Manhattan. While he spoke briefly about his collection, which will be shown on the catwalk on Thursday, he did not have any pieces on hand to display and instead screened a trailer for his new TV show. 

“I’m spending a lot of time overseas and coming to the realization that we’re (the United States) really not liked,” he said. “We may be making mistakes politically but we’re still a great country.” 

Do you think the United States has a bad image overseas? 

Later on Monday money-conscious fashionistas will be in heaven at “The Budget Fashionista” 5th anniversary party, where designer clothes are sold for less, benefiting Housing Works, the nation’s largest community-based AIDS service organization.