For those in thrall of western fashion, Halston is an almost reverential name. It?s creator, a contemporary of Calvin Klein and Ralph Lauren, was once dubbed by Newsweek as the ?the best designer in America?. In its heyday, the label was known for A-list clientele, including Lauren Bacall, Bianca Jagger, Liza Minnelli, and Liz Taylor. Roy Halston Frowick, better known as Halston, may have lost control of the label even before he died in 1990, but many a fashionista across the world are still in thrall of what the magic of that name can conjure.
That magic of Halston looks set to make a comeback, riding on the back of one of the most influential figures of our times, Carrie Bradshaw. Sarah Jessica Parker?s portrayal in the long running Sex and the City (SATC) has already set many a fashion trend and given a lift to the products she has been seen wearing on the show. Ahead of the launch of the sequel to the first film, earlier this year, Parker signed up as creative director of Halston Heritage, the more affordable range of the brand. It is the brand?s secondary collection that has updated its older pieces at contemporary price points. Parker seems fully invested in promoting the brand. ?I think this is a brand new kind of business model and it illustrates how serious I am about this position,? Parker recently said in an interview.
SATC2 releases in India on June 6, about a fortnight after its US release. And, cashing in on the trend is the TSG Group, which has taken the distributorship of the brand in India. ?The brand is hot now,? says Charu Sachdev, founder and CEO, explaining the reason for the immediate push in India. TSG has put the collection at their multi brand store, Kitsch, in Delhi?s upscale Emporio Mall.
?The look is throwback on the ?70s look, when Halston had been at its peak,? explains Sachdev. This collection, a contemporary version of that look, is priced between Rs 20,000 and Rs 50,000, includes the trademark blue dresses, a black jumpsuit, a shorter version of Halston?s jersey dress, white leggings, etc. Soft draping combines with flamboyant colours to hark back the golden days of the designer.
Priya Sachdev, COO and creative director, points at TSG?s concentration on ready-to-wear lines and the the affordability of the brand. ?We have fashion brands at accessible price points.? Indians are recognising that, she says, explaining that the customers are following global trends too. ?It is easier to adapt the ready-to-wear segment than higher priced couture.?
Both also point to the return to 1970s as a look for the fashion this year. ?The ?70s were a turning point for fashion. This year is very ?70s focused and Halston is the top brand for the time,? says Priya Sachdev. She also points out that the younger consumer is likely to be the customer for Halston Heritage. ?The younger customer is more confident and willing to try out,? she says.
If you want to match Carrie?s attire, you have a chance to do it even before the film hits the big screen.