Xcel Brands Inc. is getting ready to roll out its H by Halston diffusion line.
The group has tapped stylist Cameron Silver as fashion director for H by Halston and H Halston. H by Halston is set to showcase on QVC in September, with Silver as the brand’s on-air personality.
Xcel Brands Inc. acquired H by Halston and H Halston, both diffusion lines, in December for $27.7 million in a combination of cash, stock and warrants. The two Halston brand assets were held in a Halston intellectual property holding company that was owned by investors that include Hilco Consumer Capital and Ben Malka. The investor group retained ownership of the Halston and Halston Heritage brands under the Halston LLC umbrella.
Robert D’Loren, chairman and chief executive officer of Xcel, said he has his own design and marketing teams working on the H by Halston line, although they are also in consultation with Halston LLC to ensure the same aesthetics across each label and consumer distribution channels that each one targets.
“H by Halston is the line sold to QVC, while H Halston will be the line for retailers. Both are designed differently for the customers in that channel, although they will share similarities, such as the same modern, sensual aesthetic that is [inherent] in Halston’s designs,” D’Loren said.
H by Halston is the third brand under Xcel’s umbrella that is sold on QVC. The other two are Isaac Mizrahi Live and Judith Ripka, both of which Xcel owns. It also has an interest in Liz Claiborne New York, a brand that Xcel manages and designs for sale exclusively on QVC. The typical arrangement for the QVC distribution is a three- to five-year agreement, with renewal options, according to D’Loren.
Silver will have input into the design of both Halston diffusion lines, although when H Halston will be available hasn’t been determined.
The first QVC collection for fall and holiday will include silhouettes such as caftans, jumpsuits and knits and jersey dresses, along with footwear and accessories. The 128-piece line starts at $32 for knit tops and can go as high as $339 for leather totes.
Executives at QVC expect the line to also attract a younger demographic to the brand, ranging from Boomers to Gen X and even some Millennials.
Silver, who is also a fashion historian, said the “Halston aesthetic is the one most closely aligned with my personal aesthetic.” While some may equate Halston with disco and Studio 54, Silver said the QVC line is actually a good opportunity to “translate evening wear glamour into daywear and casualwear that’s more accessible to consumers.” He said while the sophistication and timeless qualities of Halston’s designs are also in the new line for QVC, the newer line is a touch more sporty and doesn’t at all have any kind of retro look to the designs.
Doug Howe, executive vice president of merchandising and planning for QVC, said, “With the debut of H by Halston this fall, we look forward to continuing our relationship with Xcel Brands, introducing shoppers to the rich history of Halston and offering them a new option for accessible luxury in the apparel and accessories categories.”