Luxury womenswear label Halston is to launch its first menswear collection for two years for autumn 10.
Halston will launch two men’s lines in a bid to reach a wider market and return the brand to the premium status it enjoyed in its 1970s heyday.
The mainline menswear collection will be dominated by classic suits and sportswear, while a secondary line, called Heritage, will be more fashion-led and will have a lower price point.
Halston chief executive Bonnie Takhar told WWD: “The timing to launch men’s is perfect as we see consumer confidence returning. We wanted to restore the prestige of the brand.”
The menswear lines will be managed and distributed globally under licence by suit specialist Neema Clothing, which is run by Jim Ammeen. Ammeen sold the Halston brand in 2007 to its current owners, which include investment firms Hilco Consumer Capital and The Weinstein Co.
Ammeen still has a stake in Halston and sits on its board.
The men’s collection will not be designed by Halston’s creative director Marios Schwab but will instead be produced by Studio Mauro Ravizza Kreiger, a design studio in Italy, which has previously designed pieces for luxury outerwear specialist Allegri.
Halston launched a Halston Heritage womenswear line for spring 10, drawing from the brand’s archive, particularly from the 1970s, and including floaty sequined and chiffon dresses.
Halston further strengthened its womenswear business and raised the brand’s profile in January when it appointed actress Sarah Jessica Parker as president and chief creative officer.