Hear and Now: March 12, 1999

CROWN OF CREATION Sixties Brit popsters Creation never really caught on in America, but if you've seen Wes Anderson's film Rushmore, that infectious five-note guitar riff from the band's 1966 English single ''Making Time'' is permanently embedded in your consciousness. The tune, which is featured in the film as well as on its just-released soundtrack, is making Creation the Obscure British Cult Heroes of the Moment. ''We actually may have a real hit on our hands,'' says Randall Poster, the soundtrack's co-producer with Anderson. Eddie Phillips, Creation's ex-guitarist and coauthor of ''Making Time,'' is also jazzed by the song's belated breakthrough. ''After all this time it's rather strange, but gratifying,'' muses Phillips. Rushmore hasn't opened in Britain yet, but Phillips is anxious to see it: ''It's big over there, huh? Maybe I'd better get over [to America] quick, while they're still plugging it.''

COMMERCIAL SCENTS On the heels of news about Tommy Hilfiger's sponsorship of the Rolling Stones 1999 tour comes Giorgio Armani's announcement that his Emporio Armani Fragrances is sponsoring Lauryn Hill's current 28-city jaunt. Hill and Armani's friendship dates back to 1996, when the Fugees performed at an Emporio Armani party (later telecast on VH1). But perhaps more unusual than his alliance with the Grammy queen is the designer's deal with faded singer-songwriter Garland Jeffreys. Last fall, Armani distributed a five-track EP of songs from Jeffreys' next album, Sexuality, at his famed Paris Show in New York; the title track will be featured in the upcoming TV campaign for Emporio Armani's two new fragrances, him and her. Jeffreys admits that shilling for perfume is ''unique'' for him, but he's hoping that the commercial will generate buzz. Anyway, the singer says that he bonded with Armani: ''I speak Italian, so we immediately hit it off.'' Ah, the language of love: The only thing more ambrosial is the sweet smell of loot.