GLAM FOR A CAUSE: Halston Heritage’s Beverly Center store was all done up Thursday evening, putting forth the right dose of glam — in the way of plunging necklines and jumpsuits for spring — in support of the nonprofit FashUnited.
Halston partnered with the organization, which aims to raise awareness on human rights and equality issues worldwide, along with media sponsor Los Angeles magazine on the shopping event held at the Los Angeles shopping center. Thirty percent of the evening’s sales went to FashUnited.
The event was the first time Halston had partnered with the organization, according to Halston chief marketing officer Suzanne Hader.
“It was a good fit,” Hader said of the pairing between the brand and FashUnited. “Obviously we care deeply about women worldwide and it’s amazing because they work with the U.N.”
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Hader said the company’s also hoping to partner with more non-profits in the Los Angeles area for longer term relationships at a time when partnerships are becoming increasingly important as consumers demand more than just a transactional relationship with the brands they shop. “At this point, brands are sort of like little entertainment companies,” Hader said. “So we want to be able to share our audience with as many good causes as we can.”
During the evening, guests sipped wine and were treated to makeovers as they mingled with Halston chief creative officer Marie Mazelis. They perused the evening and ready-to-wear offerings for spring in a store subtly dripping with nods to Halston’s past, from perfume bottles designed by Italian model and jewelry designer Elsa Peretti to the center-store mannequin installation that draws inspiration from window displays designed for Halston by artist Victor Hugo.
“As an extension of our brand, I think Halston always believed in empowering women, bringing out the confidence in women,” Mazelis said. “So, we as a brand, want to do the same for that legacy and bring the same awareness to the issues because we have such a powerful platform to do that.”