Midterm: Halston

When discussing Halston it’s hard to not think of his rise to becoming known as the Best American Designer in the 60’s and 70’s. The infamous designer is known for many things but in relation to Branding, he is the first designer to realize the potential in licensing his name.

Before that, lets get into a little history on Halston. The first job he ever had in fashion was as a window dresser in Chicago while attending the School of the Art Institute of Chicago. Halston always had a knack in sewing, soon he was designing his own hats. After the local newspaper ran a story about his hats he opened his first shop. When Halston relocated to New York City he worked for Lilly Dache, a famous American milliner. During his time at Dache, he began to meet and establish relationships with important editors in the industry. After his time at Dache, Halston moved to Bergdorf Goodman to become the Head Milliner. It was during this time when he really began to understand the name you can create for yourself in the industry. Halston then began thinking about how he could make money off of his name as a brand, he knew had to expand but didn’t know how.

“Out went the girly patchwork-hippie styles and in came a virtually opposite refined minimal look. That look was defined almost single-handedly by one man who, to glimpse him in the early years of his career, you wouldn't think would define much of anything except good looks and good style. But define he did. Even if you can't name any politician or broker or financier of the time, you will remember Halston.”
http://www.januarymagazine.com/artcult/halston.html

After he established himself as one of the top milliners in the country he decided to try his skills in designing women’s ready to wear. His designs were loved by several style icons of the era such as Bianca Jagger, Liza Minnelli, Elizabeth Taylor, and Babe Paley. This was when Halston realized the opportunity to expand, he realized whom his customer was and where he could make more money. He sold his name to Norton Simon who then used it to sell the 2nd most successful fragrance ever. Then, Halston and Norton Simon partnered with JC Penney’s in order to come out with a diffusion line so that women of all different incomes could wear well-crafted clothing.

“Halston, who introduced U.S. women to the pillbox hat, slinky jerseys, tunics and Ultrasuede, who dressed Betty Ford, Liza Minnelli, Jackie Kennedy Onassis and Elizabeth Taylor, and who partied hard with the best of the jet set, had succumbed to AIDS.”
Read more: http://www.time.com/time/magazine/article/0,9171,969773-1,00.html#ixzz0wyzOX8oi

At the time, Calvin Klein and Ralph Lauren were in New York designing their lines but Halston still reigned supreme. The two competitors were a premier company while Halston was looked at as the luxury couture line of America. The downfall of Halston came when his addictions and partying starting taking over his life. AIDS began claiming many names in fashion and it finally took Halston in 1990 when he was pronounced dead after being in the hospital. The Halston brand is still alive and today but can only be seen primarily on those who are socialites or high society.