Halston has appointed Sex and the City actress Sarah Jessica Parker as president and chief creative officer.
Parker will take an equity stake in the fashion house, which has investors including Harvey Weinstein and Jimmy Choo founder Tamara Mellon.
Parker will also sit on the board of Halston alongside Weinstein and chief executive Bonnie Takhar.
“I think this is a brand new kind of business model and it illustrates how serious I am about this position,” Parker told WWD. “I think it’s wonderful to feel invested in something.
She added: “I tend not to just endorse something. I like feeling the stakes.”
It is unclear how much Parker invested in Halston, or if she put any of her own money towards it at all. It is understood that she has a long-term commitment to the brand.
Takhar told WWD: “We had launched our Heritage collection, and the dresses had appeared in Sex and the City 2. Sarah Jessica has always had a love for Halston and we have always looked at her as a great American style icon. When all of this surfaced, we sat down and had a conversation. With her history of having had a successful business with Bitten, and her interest in getting involved in the fashion business, we talked about how we could work together and have a meaningful business relationship.”
At Halston, Parker said she wants to bring “good manners, a point of view that is inspiring, that is hopefully smart, and an incredible passion and excitement and enthusiasm, as well as some experience of what I know about women, that having been pretty much the focus of my role in Sex and the City.”
She added: “The Heritage line is going to be initially established as wholesale, but our long-term idea in terms of licensing, when it’s relevant and legitimate, is to open it up with partnerships that we think are right for the company, and we have started having those conversations.”
Parker joins a long list of celebrities who have collaborated with fashion houses with varying degrees of success. Actress Lindsay Lohan’s appointment as artisitic adviser to Ungaro has divided opinion. Alexa Chung has just signed a deal to create a line with J Crew Group subsidiary Madewell and French accessories retailer Longchamp has signed Kate Moss to design a line of handbags. Kate Moss for Longchamp bags will retail for about $750 and the project will be unveiled on January 27 at Paris Couture Week.
Last week, Etam revealed that it had signed Eva Herzigova to design a number of collections for its French fast fashion chain 1.2.3. The first collection will debut at Paris Fashion Week in March.