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September 26, 2012

Expect A Major Design And Operational Shake-Up At Halston

Emanuel Unagro isn't the only brand finally moving in a positive direction. Halston, too, has had a pretty rough time over the past few years. The team has changed more times that I can remember and even the star power of Sarah Jessica Parker couldn't help turn things around. Things are on the up though. Back in February Ben Malka was brought on board as its new CEO and talking to the L.A. Times, he revealed that there's a lot of good things on the horizon.

First up is a big move to L.A., which he describes as a 'hidden secret for fashion,' along several new store openings in the next few years and a return to the New York Fashion Week runway schedule. Whether the positive changes are a result of the $20 million cash injection that Malka brought to the table or whether it's a sign that the brand is on a better financial footing is still unclear. What it does show, though, is that the brand isn't going anywhere anytime soon.

To that effect, Malka has brought a whole new tea on board (which was necessary considering that just about everyone had walked out) and also said that he plans to reinvent its aesthetic, moving away from the 70s look that it is known for. 'People took over the brand and went back to the archives ans they stayed in 1970s disco,' he told the title. 'They took Halston's original designs and sort of played off the designs and stayed there.' If that's not a reason to get excited about their return to the runway, I'm not sure what will.

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