We’re living in the Information Age where the world wide web brings everything to our fingertips. It’s taken some time for veteran designer brands to use this to their advantage but Halston is on the ball. On Friday February 13th, Halston released a video via mass e-mail presenting their Fall 2009 Ready-to-Wear line, hoping to hit viral vid status among the 25 to 45 age demographic in the fashion/art/music blogosphere.
The video is set in slow-motion, backed by a sleepy psychedelic track from an artist still unknown, and features Dree Hemingway draped in a fluid, yellow Halston dress, running through alternating scenes of uptown and downtown New York where other models are also wearing clothing from the line.
Halston CEO Bonnie Takhar states in the press release, “Just as Halston himself is recognized as an original American fashion innovator, the Fall 2009 film sets a similar tone for the brand’s commitment to advancing modern American luxury values.” To fashion elitists who equate luxury with the exclusivity of invites to runway shows/presentations, the video may feel like a downgrade. But it’s definitely a treat for the broader fashion audience that hit up the internet to see what new seasons have to offer.
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