New York Fashion Week hasn't even officially started yet that some alternative presentations by fashion brands are already starting to appear. It is the case of Halston, which has issued a video that replaces the traditional catwalk show.
Videos are getting more and more popular (especially since Stefano Pilati, who has been presenting his collection for men on the Big Screen) and Halston goes even further by issuing its mini-movie on the internet. The American brand, which is often compared to Viktor & Rolf is hoping it will reduce its costs by saving on the price of the location, apéritifs and champagne...On this 12th of February, buyers, journalists and other privileged client received a small movie which unveiled the Autumn/ Winter 09' Collection via email.
Halston's movie is more of a Chanel advertisement, rather than an animated book. Of course, we are quite far from YSL's conceptual videos, but still, Dree Hemingway running the streets of NY, therefore making her chiffon dress float in the wind, is a lot more inspiring than sad-looking models on a catwalk. Still, the director's choice to make the women Dree encounters for a few seconds is not going to help buyers write their wishlitst. In order to deal with this problem, the brand will send a "real" look book to them and open a showroom for those interested.
So, the financial crisis doesn't only have bad effects: it enables to boost the crativity of Fashion houses whose budgets are small, therefore enabling a new way of communication to bloom. And all this even though Bonnie Takhar (head of Halston) claims that the choice of a video had little to do with the financial context, but more with the fact that the brand is trying to appeal to the 25-45 year old women rather than the 30-50...
Check the video on style.com: http://www.style.com/video
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