Last Tuesday night, West 27th Street in Chelsea seemed to be under siege.
Paparazzi, shrieking publicists, pushy handlers, rappers, rockers and Champagne-chugging guests were celebrating the 50th anniversary of GQ. It was a long way from the sophisticated Rat Pack elegance of 1957, the year of the magazine's birth.
On a makeshift stage, Kanye West rapped at full volume.
On the sidewalk, one guest, Douglas Keeve, a filmmaker, surveyed the scene. ''We should all be getting Harry Winston tiaras with a 50 on them,'' he said.
Cynical? Perhaps. But then, anniversaries are so common these days.
As if celebrations for family and friends aren't enough, we are also invited to toast birthdays of successful businesses for the depth of meaning they bring to our lives. Sure, it's nice to know an American magazine has made it to middle age. On the other hand, the promiscuous use of numbers is starting to suggest a shrill midlife crisis.
And what about all the young new publications and companies making fusses about themselves?
Do we live in such competitive times that everything has to have a press release and guest list? Business celebrating its 10th year? Make clients fly in to celebrate.
But just as overused antibiotics can lose potency, so can numbers.
In recent months, decorative types (and the rest of us who cannot keep from studying their migratory patterns) have seen a 60th blowout for Dior at Versailles, a 45th for Valentino in Rome, a 40th for Rolling Stone, a 30th for the New Museum and 20th celebrations for both Susan Blond's publicity company and the Discovery Channel's ''Shark Week.'' Phat Fashions and Luca Luca celebrated 15th anniversaries. Fashion TV celebrated a 10th. Nylon magazine gave a big eighth anniversary party. Complex magazine had one for its fifth, and even more shamelessly, p.i.n.k. vodka saluted its first.
Earlier this month, Fashion Week seemed to be an anniversary of everyone and everything, including the 10th anniversary of Narciso Rodriguez, the 25th of Calvin Klein underwear and the 40th of Ralph Lauren, which inspired a lavish party in Central Park.
''It was an amazing event,'' said Nina Garcia, the fashion director of Elle, a ''Project Runway'' judge and the author of a new book about style. ''But didn't he just have a big anniversary party a few years ago? Who's anniversary will be next?''
That would be the 140th anniversary of Harper's Bazaar, scheduled for later this fall. ''But why not just wait until the 150th?'' Ms. Garcia asked.
Because there's no sense of restraint anymore, that's why.
Did we need to hear so much about the 10th anniversary of the death of Princess Diana in August? Do the Sex Pistols really need a 30th anniversary to excuse another reunion concert? And must we really toast Calvin Klein underwear for 25 years of making men feel inadequate?
''An anniversary lends importance to your event and your content,'' said Jim Nelson, GQ's editor in chief, who knew the magazine's 45th anniversary hoopla five years ago was slightly specious and who can't understand why he has recently been invited to two separate rounds of 25th high school reunion events. ''But we can certainly take it too far. You have to figure out where to draw the line.''
Let's try. Years ending in fives? Not celebration-worthy after the age of 40, O.K.? Unless, of course, it's 75. And 100th anniversaries are always O.K. And 25th wedding anniversaries, too, if anybody can even make it that far. A fifth anniversary for a business? Only if you're very powerful or very desperate.
''With the rest, you're just filling voids between years in order to create excuses for more advertising,'' said Mr. Nelson, whose 50th anniversary GQ party was blaring into the wee hours.
Most of the mob of 500 seemed happy enough with Mr. West's performance. One guest, Mark Hope, visiting from England, put his hands to his ears.
''For the 50th anniversary of GQ we have to endure 50 minutes of this,'' he said.
Yes, but who's counting?
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