The house of Halston will be celebrating a hallmark moment today with the induction of its new creative director, Mario Schwab. Since the label was acquired by Hilco Consumer Capital and The Weinstein Co. in 2007, it has been working on revitalizing the image of the brand. Now with Schwab heading up the creative department the company is said to focus on a key component in restoring its legendary name— specifically, its fragrance. The Halston fragrance reign throughout the seventies was a calling card for the fashion house for a long time, and clearly remembered by the house's clientele today. “Every one of our markets have been asking about fragrance since we
restarted the line,” said Bonnie Takhar, president and chief executive
officer of Halston. The company says it would love to use the introduction of new fragrances as a springboard to create awareness of the new and revamped brand, and so is doing just that.
Schwab's first collection for the brand, Pure Metallic, is launch for Spring 2010 and is themed around using the old to create the new. The Halston team tapped Carlos Benaim of International Flavors &
Fragrances to update the house's original scents. Benaim was a junior perfumer,
working side by side with Bernard Chant, when the first Halston women’s
fragrance was created in 1975. Benaim said he updated the fragrances by
adding modern versions of the original ingredients and tweaking the
structures of each scent. “I followed the basic idea, but added ingredients that were not available when the first scents were launched,” he explained. Both the original Halston Woman and Halston Man were bestselling fragrances throughout the seventies and therefore the design of the new bottles are platinum-hued versions of the recognizable original bottles, which were designed by Elsa Peretti.
The two retailers that offer the brand exclusively, Neiman Marcus and Harrods, are already generating buzz about the fragrances launching next year. Harrods fashion and beauty director Marigay McKee summed up the anticipation by saying, “Halston’s fragrance was a pillar product of the Seventies, and this
summer the introduction of new ingredients sees the relaunch of an
icon….We expect the new fragrances to evoke memories in those who
remember the original, as well as appealing to a new generation of
Article and Photo Source: WWD
-Alia RajputSee the Top Ten Summer 2016 Trends for Women Over 40