The long awaited and much talked about relaunch of the Halston brand under the creative direction of Versace alumnus Marco Zanini is set for unveiling on February 4 during New York Fashion Week. Two key pieces from the collection will be available for purchase exclusively from online fashion retailer Net-A-Porter, the very next day (Source). That's quite a coup both for Tamara Mellon and her team at Halston and for Nathalie Massenet and her team at Net-A-Porter. Those of you who are Net-A-Porter regulars will have noticed the teaser posted this week on the online fashion emporium's home page and an invitation to sign up for an e-mail alert. This is a testament to the shifting power between traditional brick and mortar retailers and a global platform such as Net-A-Porter which offers a unique blend of editorial guidance and purchase possibilities to its elite clientele irrespective of geographical location. Similarly to the launch of Roland Mouret's RM collection last July, coverage of the Halston runway show and an interview with Zanini will be available for viewing on the site shortly after the collection's unveiling. (Source)
Ever since the news of Halston's purchase by movie mogul Harvey Weinstein and Hilco Consumer Capital was released in March 2007, the fashion world has been alive with rumors and speculation thanks in part to the big names involved: Weinstein, Jimmy Choo co-founder Tamara Mellon and Rachel Zoe (creative consultant to the brand) form a potent mix of glamour, fashion and movie industry chemistry that's difficult to ignore. Many in the industry anticipate a marked emphasis on red carpet apparel given Marco Zanini's Versace roots and Zoe's current status as stylist of choice among Hollywood starlets. We do know from Mellon that the the iconic 70's brand will be positioned as "a true luxury brand" - whatever that means these days. We also know from Halston's President and CEO Bonnie Takhar (recruited by Mellon from Jimmy Choo) that the brand will launch everything at once: apparel, handbags, shoes, sunglasses and fragrance. This move in particular has prompted critics to write off the relaunch as a mere marketing exercise as opposed to a brand of substance.
Given the brand's pedigree, widespread coverage in mainstream fashion publications and fashion blogs is practically assured. However, the strategy to launch everything at once is an ambitious one even in the best of times. The unexpected dearth of red carpet opportunities should the writers' strike persist could dampen the launch. Lack of high-profile red-carpet coverage, especially the all-important Academy Awards ceremony (tentatively) scheduled for February 25th, could deprive Halston of the free publicity and glamour quotient needed to boost sales of fragrance and accessories essential to the brand's financial success. In light of the imperiled awards show/red-carpet season not to mention the current fears of a U.S. recession, all eyes will be turned towards the brand for hints of things to come in the industry. The Luxe Chronicles has fingers and toes crossed - the return of an important American fashion brand such as Halston deserves nothing short of a spectacular launch.
Sincerely,
The Luxe Chronicles
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