HALSTON UNVEILS INTIMATES LINES
Byline: Karyn Monget
NEW YORK — Another well-known designer name will be battling for retail space in innerwear departments next spring: Halston Intimates.
Halston International, a company formed last March by brothers Marc Setton and Jack Setton — who also own TTI Apparel Inc., a $400 million apparel manufacturer — introduced the Halston Intimates collection of sleepwear and at-homewear last week at the TTI showroom at 1407 Broadway, here.
The Settons acquired the international trademark for the Halston name for apparel, accessories and home furnishings from Borghese International in March.
The sleepwear and at-homewear items, which bear the Halston label, have a strong sportswear flavor and are merchandised as a collection concept for in-store shops at major department stores. The shops are expected to average between 1,500 and 2,000 square feet.
Carmine Porcelli, director of licensing for Halston International, said TTI plans to expand the innerwear line in 1997 to include a full line of foundations, robes and boudoir accessories.
The foundations and robes will be made under license by manufacturers still to be named.
“Everything under the Halston name will be a collection concept,” Porcelli said, noting that within the next week or so, additional licensing pacts are expected to be announced for handbags, costume jewelry, sheer hosiery, tights and socks.
“We will be doing a huge launch for many Halston products, including shoes, furs, men’s wear and home furnishings,” Porcelli said. “The 1997 ad budget will be between $3 million and $5 million.”
Randolph Duke, creative director, has been commissioned to design all the Halston merchandise.
“Halston was about ease, comfort, luxury and style. He used beautiful colors and tactile fabrics. It personified American style,” said Duke. “This is what I am doing with Halston Intimates. There’s nothing fussy here. Women don’t have time for fussy things today. It’s all very modern.”
Wholesale prices for the innerwear start at $12 for a logo T-shirt or tank top and go to $30 for a long pajama set.
“We are going into a mid-tier area, where that customer has been ignored,” Porcelli said. “We are giving a tremendous amount of value for what the product is, and stores see the Halston name as powerful.”
Styles include softly tailored pajama sets, kimono wrap robes, sportswear-inspired tunics and pull-on pants, and easy, midcalf sleepgowns. A Mother’s Day gift-with-purchase idea is a polyester satin “sleep sack” that doubles as a pillow and features three interior pockets for a tank top, a pair of boxers and pull-on pants.
Fabrics are polished cotton sateen, pima cotton, polyester microfiber and matte rayon jersey, done in white, pale pink, lavender and “American beauty red,” a signature color of Halston.
Although Halston died in 1990, his name still carries plenty of clout, according to Marc Setton, chairman and chief executive officer.
“It’s a household name, like Calvin, Ralph or Dior,” he said.