brand revival
Posted by Suzanne Blecher on March 4, 2010 11:40 AM
The investor group that purchased Halston in 2007 will launch two men’s lines of suits and sportswear this fall. The company will also offer a secondary line, called Heritage, which will be more fashion- and sportswear-driven at lower prices.
The brand has been out of men’s wear since the early 1990's when it was primarily a licensed tailored clothing business. Halston’s 1970's aesthetic played out in the most recent women’s collection for fall 2010 with a muted palette, minimalist silhouettes and an ode to the 1978 set design of Eyes of Laura Mars with Faye Dunaway. Women’s is carried in Neiman Marcus, Harrods, Selfridges, Bloomingdale’s and Bergdorf Goodman.
Halston signed on Sarah Jessica Parker as chief creative officer in January for the label’s secondary contemporary collection, hoping to create some buzz for the brand. Bitten, Parker’s previous foray into fashion appeared in Steve & Barry’s stores. Parker was applauded for making appearances donning her low-priced line.
Adding the celebrity factor into the design element of a label is a tricky business. Lindsay Lohan was widely panned in her creative debut for Emanuel Ungaro last fall. Truth be told, if Ungaro was truly looking for the appropriate celeb for the line, not just some publicity, Lohan just wasn’t the one. Halston should fare better with Parker, who the consumer can actually see wearing the jet set, luxe label. In fashion, brand continuity goes a long way.
More about: Fashion, Neiman Marcus, Harrods, Selfridges, Bloomingdale’s, Bergdorf Goodman, Eyes of Laura Mars, Faye Dunaway, Sarah Jessica Parker, Halston, Lindsay Lohan, Emanuel Ungaro, Steve & Barry’s
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