halston doing it digi-chic

the Halston show at next week’s new york fashion week will be a little futuristic. for autumn/winter 2009-10 the label has decided, instead of the traditional catwalk presentation, to show the collection via a digital music video concept.
as budgets are being hacked with pinking shears, they figured not so many industry fashionistas will be traveling but everyone still wants to see the latest sartorial creations.

“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.”

to be 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.

Check out the beautiful Halston clip. Sure beats not being at a runway show.