Are we experiencing the fashion equivalent of a Gold Rush? First, YSL's Saint Laurent's Hedi Slimane settled into SoCal (with a baller ride, no less!), followed by rumors of John Galliano searching for a little post-rehab R&R in our sunny city. Now, the
LA Times
reports that Halston's team has plans to revive the label in L.A., nearly 3,000 miles from Studio 54.
"I think L.A. is a hidden secret for fashion," explained Ben Malka to The Times. The former BCBGMAXAZRIA Group president and current Halston chief executive went on to explain the aggressive strategy (the opening of 50 to 100 stand-alone Halston Heritage stores and a runway show next fall), to energize the iconic label that SJP and Harvey Weinstein attempted to make more current a few years ago, with little success. While the new image will certainly reference its Bianca Jagger glory days, the move to L.A. will also help the fashion house by honing in on the current Hollywood glitz and red carpet allure.
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In short: Malka and crew have the task of turning around a brand that's very much rooted in the disco-glam '70s and tailoring it to the Twitter generation. Major alterations are slated, but we think a Tinseltown HQ and follow-worthy Instragram account is a good place to start! (LA Times)
Photo: Via LA Times
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