“This Fall 2009 season Halston will reinterpret the traditional show format with the launch of a digital concept revealing a 360?degree view of the Ready?to?Wear collection. The initiative synthesizes the most visual and tangible elements of Halston, and brings these to realization in an exclusively commissioned production, fusing the genres of fashion, film, music and art that serve as the foundation of the brand.
Produced by award?winning creative agencies, Blink Productions and Colonel Blimp, the video will capture the mood and inspirations of the designs worn by the Halston heroine Dree Hemingway as she moves through the film’s interior world created by director Nez Khammel. Khammel sought to evoke the enduring Halston mystique with vignettes styled to capture the associated glamour and decadence of a transient era.
This new medium and a viral marketing proposition provides a global platform for viewers to indulge in the captivating atmosphere of an intimate presentation, and by moving beyond the standard formula of catwalks and presentations Halston’s Fall 2009 film will create a true portal to the experience of fashion.”
This is the official press release from Halston’s PR department.
What it really translates to is “this is an amazing video release that reinterpretes the de rigeur fashion catwalk concept and gives us something so fresh, so beautiful and so classic that it will be referenced for years by all in the creative industries”. The video was filmed at Pinewood Studios, London where they shot along an ‘endless’ New York street (originally created for “The Bank Job”).
The star of the video is ‘one-to-watch’ Dree Hemingway, daughter of Mariel Hemingway, great-granddaughter of Ernest Hemingway. But we shouldn’t focus on her genetic celebrity, because Bree is a fast-rising star in her own right. Signed to Elite+ Model Management, she has already been shot by Craig McDean for Interview Magazine and Vogue UK has dedicated several pages in the July issue to her beauty and innate style, shot by Lachlan Bailey (both below).
She is a trained ballerina (which explains the effortless jumps in the Halston film) turned model and actress. Dree was born in America, went to drama school in London and then lived in Paris. She is truly international, which explains her personal style – New York elegance mixed with just enough European individuality.
