If you binge-watched the entirety of Halston on Netflix and immediately felt that your closet would be incomplete without Elsa Peretti’s tie-dyed caftan or a draped jersey gown of your own, you’re not alone. The Netflix series has sparked digital conversation around the Halston brand, particularly amongst fashion lovers in younger generations who didn’t live through the first wave of Halston hype to experience the cultural effects first-hand. After all, this was many viewers’ first introduction to the history and impact that Halston had on American fashion. According to Halston president Andrea Scoli, “the series is shedding light for Millennials and younger people on what Halston’s contribution to fashion was.” The brand has since expressed interest in dressing some Met Gala attendees in wake of their new revival and considering how young this year’s Met Gala co-chairs collectively are, though they currently have no plans to show at Fashion Week.
This new wave of Halston fever is directly reflected in the brand’s numbers. According to data from the brand, sales are up 631 percent year-over-year and website traffic us up 3,200 percent, mainly from organic search. This massive influx of momentum is thanks to Netflix’s wide-reaching audience and the popularity of the Halston series that has created a renewed interest in the brand. The Halston Instagram account saw a 28.7 percent increase in their following, and according to Women’s Wear Daily, Tiffany & Co. has also reported a huge explosion of interest in jewelry that is designed by Elsa Peretti who is prominently featured in the Netflix series as one of Halson’s earliest muses.
Halston and Netflix recently announced a capsule collection that debuted on June 7, and though the collaboration was not something either brand had initially planned for, it is certainly not to be dismissed as an asset to the brand and a way to continue the momentum of the show. The collection boasts caftans and lurex gowns, named after Halston muses like Elsa and Liza, in flowing batik prints and sumptuous fabrics that the designer was known for utilizing. Though Halston passed away in 1990 in San Francisco, Halston chief creative director Robert Rodriguez has taken up the helm with modernizing archival designs to feel authentic to the brand. Creative inspiration was taken from various collections that featured iconic Halston motifs like the batik print and jersey ruched dresses to create recognizable pieces for both the long-time and the new Halston fan.
The capsule collection is 40 percent sold through and can be shopped on the Halston website. The collection will also be available for purchase at Saks 5th Avenue and Neiman Marcus stores in August.
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createdAt:Mon, 21 Jun 2021 20:13:08 +0000