Forget a runway show, move over presentation, this year Halston will showcase its Fall 2009 collection via a music video distributed online. The video features Dree Hemingway as a modern-day Halstonette. Hemingway is said to play “a cool, urban woman as she glides from uptown to downtown, experiencing all walks of New York City life, with different vignettes outfitted in Halston’s Fall collection.”
The video debuts on February 13th.
Bonnie Takhar, Halston’s president and chief executive officer notes that retailers and press are looking for more flexibility when they go and look at a collection and that she thinks the show is a very important format, adding that “the presentation allows people to come in with a broader window to view the collection. When you look at everything that is going on in the world today, you want to make people much more engaged in terms of the brand and feel of it, and give them a real 360-degree view of the message.”
Takhar has also emphasized that the decision was not made out of a financial concern, but rather that this is something they’ve been planning since September. The hope is that this format will help introduce Halston to a new 25 to 45 demographic, rather than the 30 to 50 the previous collection had been focused on.
The video was produced by London-based creative agencies Blink Productions and Colonel Blimp. Halston is supporting their video with a viral marketing campaign and they’re working with 250 Web sites worldwide.
This video follows another forward thinking move from Halston – last year they put two runway looks up for sale through Net-a-porter.com the day of their show. Also it is worth noting that last season, to much buzz, Viktor & Rolf similarly presented their collection via an online-only fashion show.
Images courtesy of the Fashion Spot forums.