Halston has had a rough go of it in recent years. Once one of the it-labels in the US, it’s gone through countless owners, designers and reinventions, none successfully. Not even Harvey Weinstein and Sarah Jessica Parker could make it work. So, could a new team in new fashion capital Los Angeles be its saving grace?
Ben Malka, Halston CEO and former BCBG president, filled the LA Times in on his plans to reinvent Halston Heritage. In addition to moving operations to L.A., which he calls a “hidden secret for fashion,” he hired a new staff, plans to open 50-100 Halston Heritage stores in the U.S. in the next three years, will stage a fall 2013 runway show, and wants to refocus on good design and move away from that ’70s aesthetic.
“People took over the brand and went back to the archives and they stayed in 1970s disco,” Malka told the LA Times. “They took Halston’s original designs and sort of played off the designs and stayed there.” From the new Halston Heritage, it sounds like we can expect a sleek, modernized version of that with hints of Hollywood glamour. Chief creative officer Marie Mazelis, former creative director of BCBG, who certainly knows how to design for Hollywood starlets, will see that through.
Like many brands that go south, Halston lacked focus–now that the team behind it seems more sure of what exactly they want the brand to be, it may have a fighting chance.