Halston Offers Digital Music Video Instead of Runway Show
Vogue.co.uk reports that Halston is doing a digital music video in replace of a runway show this year. By doing a video they are likely to reach a younger demographic.
"It was something we were planning since September, before the world fell apart. Obviously, people are looking at creative ways in this market and it is prudent to do so, but it was something we were working on before," says Bonnie Takhar, Halston's president and chief executive officer, adding: "It's pushing [Halston] to another demographic, between 25 and 45 years old...our previous collections were focussed from 30 to 50."
Produced by London-based creative agency Blink Productions and Colonel Blimp (which has produced videos for the likes of Jarvis Cocker and Lily Allen), the video features Dree Hemingway as a cool and carefree urbanite in New York, as she sports looks from the autumn/winter 2009-10 collection.
Vogue.co.uk says the video will be emailed out to editors and retailers on Feb 13th. Here's a teaser for Halston's video show:
