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2009 May 20

Marios Schwab in at Halston

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(NEW YORK) Ending months of speculation of who might take the reins at the agitated house of Halston, the company has announced that Marios Schwab has been appointed as the new creative director (though ex-Nina Ricci designer Olivier Theyskens’ name may have come up, his extreme aesthetic--at the expense of salability--turned out wrong for the brand). The designer’s first collection will be presented in February 2010. "While Halston's DNA is crucial to its future success, I very much wish to move the brand forward and make it relevant for today," Schwab said in a report today. "Simple, effortless pieces realized via modern [fabrics] and technology will play a large role in how I will redefine the brand. The clothes will echo the heritage but with a very distinctive, modern feel that is completely new and completely now."

And speaking of heritage: in addition to the collection, Halston will be launching the Halston Heritage collection, featuring reproductions of archival Halston looks for spring 2010, at price points comparable to those of Tory Burch and Marc by Marc Jacobs. “We have had this idea since the beginning of the relaunch of Halston, because the iconic pieces emotionally resonate so strongly with a particular consumer base,” said Halston CEO Bonnie Takhar. “Since the relaunch, we have had both retailers and consumers ask us if we are ever going to reproduce some of the iconic pieces.”

Schwab will continue to design his eponymous line, but plans to move to New York.




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