NEW YORK — For the fifth time in five years, Halston has named a new designer to help revive the iconic American label, but according to executives behind the brand, the latest name to take on its weighty mantle has something that his predecessors have lacked: a personality big enough to match the legacy.

Bradley Bayou, a 46-year-old strapping designer from Los Angeles, signed an agreement with Halston LLC on Wednesday to become its new creative director and will introduce his first collection for Halston for fall 2003.

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