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Halston targets growth with heritage collection

Luxury brand Halston is launching a lower-priced collection and is targeting European expansion.

Halston, which is sold in department stores Selfridges and Harrods and on etail site Net-a-Porter, will launch Halston Heritage in spring 10.
London agency Mirabel Edgedale will handle the European and Middle Eastern distribution.

The mainline will continue to be controlled in-house with no external distributor.

The Halston Heritage collection will draw from the brand’s archive, particularly from its heyday in the 1970s, and will include tie-dye and sequined dresses, chiffon gowns, espadrille wedges and sac bags. Retail prices will range from US$55 (£33) for a T-shirt to US$595 (£364) for dresses. This is lower than the mainline’s US$700(£428) to US$6,000 (£3,671) price points.

Designer and Halston creative director Marios Schwab plans to take the mainline in a new direction, focusing less on the archive and more on contemporary pieces.

Halston president and chief executive Bonnie Takhar said: “Mirabel Edgedale is unparalleled in the European market in its ability to establish successful commercial businesses for fashion houses and promote a retail strategy that befits each specific country and brand.”

For details, call 020 7352 2400.

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