DRESSED FOR $UCCESS REGIS PHILBIN SHOWS MEN HOW TO LOOK LIKE A `MILLIONAIRE' WITHOUT SPENDING A FORTUNE.

Byline: Barbara De Witt Fashion Editor

In fashion circles, Regis Philbin is a miracle story.

Here's this 65-year-old, gray-haired host of ``Live With Regis'' who's never been known for having any sense of style - good or bad - and suddenly everybody wants the shirt off his back.

Literally.

And his tie to match.

Yep, good ol' Reege, the guy who spent 15 years upstaged by Kathie Lee Gifford's hair and skimpy clothes, has become a pop-culture icon, fashion plate, not to mention a hero of the menswear business as the dapper host of the blockbuster TV game show ``Who Wants to Be a Millionaire.''

Of course, we're talking about his monochromatic shirt-and-tie ensembles that have become his trademark on that slick, dramatically lighted prime-time show.

``No matter that the dark shirt with matching tie - once linked to the Mafia - has been seen on runways for years by everybody from Giorgio Armani to Hugo Boss to Calvin Klein ... or that Tom Cruise, Nick Nolte and Tom Hanks have worn them to Hollywood soirees for years,'' comments the tart-tongued fashion arbiter Mr. Blackwell.

``If it couldn't be me who made it famous, let's hear three cheers for Regis. He's a great guy,'' Blackwell adds.

So, fashion fans, it's Regis and his new Regis for Van Heusen shirts that have joined the list of other look-like-a-million-bucks fads, along with the pashmina stole and platinum jewels.

In Los Angeles on Wednesday to personally introduce the nationwide launch of the new Regis collection (just two days before his 66th birthday), Philbin seems to be enjoying his new-found fashion fame.

``When I worked here in L.A. years ago, I wore (TV anchor) Jerry Dunphy's hand-me-downs, so look at the stuff now, come and talk to me,'' he says to a crowd of hundreds at Macy's at the Fashion Square in Sherman Oaks, before signing photographs, ties and shirts. Earlier in the day, Regis - dressed in the flint shirt and tie and three-button charcoal gray jacket and trousers - appeared at the Robinsons-May in Westside Pavilion.

``I remember Regis from 'The Tonight Show With Joey Bishop,' and this is the best he's ever looked,'' says Mary Desjardins, 62, of Northridge, who visited the Sherman Oaks store and bought a gray shirt-and-tie ensemble for her husband.

Bridget Russo, spokeswoman for the Regis for Van Heusen company, says they offered Philbin his own line of clothing as soon as they saw the show's phenomenal success. ``And his final answer was 'yes' to Van Heusen's suggestion of dramatic monochromatic shirts and ties that pop on the dark set,'' Russo says.

Russo wants to assure shoppers the Regis shirts and ties are just like those worn by Philbin on the game show. The cotton shirts come in black, cobalt, blue bay (light blue), antique tan, eggplant, flint and basil, and the silk tie colors match those hues. Each month through spring 2001, Van Heusen plans to introduce new colors, such as loden, chicory and hunter green, Russo says, adding that the shirts will be more iridescent and the ties more textured.

Van Heusen is projecting retail sales of $50 million by the end of the year and retailers already confirm the style is an amazing hit. Robinsons- May fashion director Milinda Martin says the style has an ageless appeal. ``What's strange is that, unlike other fashion trends, there's no age factor. Customers in their 20s and up are buying it, unlike most fashion trends that appeal only to the young,'' Martin says.

And the proof is in the sales reports. According to Martin, ``Even before we got the Regis collection from Van Heusen, customers came in asking for the look, and it's accounted for 65 percent of the sales of our dress shirts and 35 percent of our neckwear, which is a huge indicator of the trend's popularity.''

But some Regis ensembles seem to be richer than others. According to Martin, the antique tan combo is the best-seller for Robinsons-May stores, while it's the burgundy and navy blue shades that have been the most popular sellers at the Van Heusen store in the Camarillo Outlet, according to salesman Tony Whaley.

``I bought the navy shirt for my husband. He picked it out - we didn't know it was Regis' favorite,'' said Deirdre Wilson, 43, of Woodland Hills. ``Men's fashion hasn't changed much in years, and this new look is so refreshing. But it probably won't make my husband dress up more.''

Richard Plamondon, 53, of Granada Hills bought a navy shirt for himself at Macy's on Wednesday. ``I'm a stockbroker, so I usually dress up, but I'm going to be the first in the office with the new Regis look. I really like it.''

He adds that he admires Philbin.

``Boy, I hope I look that good when I'm 66,'' Plamondon says with a laugh. ``He's a Joe-on-the-street kinda guy with a great-looking wife and a seven-digit paycheck, and I think he'll influence everybody to dress up more.''

William Kissel, fashion editor of the Robb Report - an international men's luxury lifestyle magazine - agrees.

``He's the everyman. He's not buff like Bruce Willis, and he appeals to couch potatoes whose only introduction to fashion is the TV show. I mean, he's an older guy, and he's suddenly looking smart and sharp,'' he says.

``I also think the monochromatic look is appealing to the masses because it's easy. You don't have to worry about which print goes with which stripe,'' he adds. ``And while I can't say I love the look, I'm a real strong supporter of anything that helps the men's fashion industry. And maybe before the end of the next TV season, Regis will give a few pointers on socks, which should always match your pants, not your shoes - or your ties.''

Leon Hall, co-host of E!'s ``Fashion Emergency'' and spokesman for the Fashion Association based in New York, also praises the ``Millionaire'' look.

``Sure, tone-on-tone is a wardrobe crutch,'' says Hall, ``But I've always liked the look because it has a professional appearance with a fashion edge.''

Hall also observes that while the Regis collection is definitely an evening look that goes well with a dark suit, it can be worn out to lunch without a jacket. And it even looks good with jeans and a black leather jacket, he adds.

``It gives a lot of mileage to a wardrobe (nobody remembers exactly what you wore the last time they saw you), and now Van Heusen's new Regis collection makes it incredibly easy and affordable,'' he comments. ``I mean, a couple of years ago when the trend started, you had to spend a lot of time matching the texture and sheen of a tie to a shirt and now it's all done for you.''

Hall, who's been a guest on several talk shows, but never Philbin's, has high hopes for fashion's newest star.

``Anytime something is popularized by television, it has authority, and I'm rooting for Regis to bring back office dress codes.''

CAPTION(S):

8 photos

Photo:

(1 -- color) Regis Philbin a fashion plate?

Who knew?

A visit with the guy who's causing a stir in men's style without even trying.

(2 -- color) Regis Philbin's stylish shirts, ties and dapper suits are all the rage since he began his stint as host of ``Who Wants to Be a Millionaire.''

(3 -- color) Philbin wasn't always the modish man he is today. ``When I worked here in L.A. years ago, I wore (TV anchor) Jerry Dunphy's hand- me-downs,'' he says. But all that has changed with the introduction of Philbin's color-coordinated line of shirts and ties by Van Heusen.

(4 -- 8 -- color) Among the monochromatic color combos in the new Regis for Van Heusen collection are the season's best-selling antique tan, plus basic black, eggplant, basil and burgundy. Prices are $39.50 for cotton poplin and $45 for iridescent chambray shirts; and $38 for solid silk satin and $42 for textured satin ties. Also included in the Regis collection are various shades of green, including loden, hunter, sage and olive. All fashions courtesy of Robinsons-May stores.

All apparel photographed by Tina Burch/Staff Photographer