Upcoming menswear and eyewear debut for Halston

秦州眼镜

By end 2008 the label acquired by the Weinstein brothers will open its first monobrand store in the States, which will be followed by others in 20 key countries. Next year will see the debut of menswear, eyewear and perfumes.
The all-round re-launch of Halston is in full swing. The glamour and charm of the American label, which founder Roy Halston made into one of the most important fashion houses of the Seventies, has taken off again in a series of strategic steps for strengthening the brand.
Brought back into fashion by movie producers Harvey and Bob Weinstein, the creators of Miramax, thanks to a combined operation by Hilco Consumer Capital, Llc and The Weinstein Co, which in the spring of 2007 bought the brand from Neema Clothing which held the rights (see MFF, April 6, 2007), the aim now is to enter the list of the season’s It-brands following the debut fashion show by new creative director Marco Zanini, ex-Versace, held last February in New York City.
The plan envisages the 2008 opening of the first flagship store in the United States, to be followed soon by other boutiques in the country and in major international shopping areas covering 20 key countries. The location is top secret, but in all probability the first store will be in Los Angeles or New York City. Short-term projects also include the extension of the collection to menswear, but perhaps not during the next round of fashion shows in New York. In the same way, eyewear and perfumes (a men’s fragrance produced by Elizabeth Arden is still on the market, Ed) are being targeted by Stateside management whose board members include Tamara Mellon, founder of the Jimmy Choo footwear brand. Already being studied is a possible institutional advertising campaign, but this is not due to appear in the near future.
Starting July, the brand will appear in such major stores as Selfridges in London, 10 Corso Como in Milan, Jeffrey and Neiman Marcus in New York City, and Zooa Moscae Lane Crawford in Hong Kong. It has also inaugurated its headquarters on Spring Street in the heart of Manhattan. With the entirely Italian production of apparel and accessories, its aim is to be consolidated at the earliest as a lifestyle brand based on the age-old DNA of luxurious simplicity.
And based on the repetition of its one-shot collaborations oriented toward strengthening a new “Halston awareness” by consumers, such as that on the www.netaporter.com portal after the debut show. On the website that specializes in top-range shopping, two looks from the show, a shirtdress and a sleeveless tunic, were placed on sale the day after the show and were immediately snapped up.