Fall Ready-to-Wear 2010

Halston

Sarah Jessica Parker's Premiere at Halston

Sarah Jessica Parker

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  • Sarah Jessica Parker

Sarah Jessica Parker's Premiere at Halston

The show marked Sarah Jessica Parker's first official outing as president and chief creative officer.

The anticipation at Halston’s Monday presentation was high — not just for Marios Schwab’s first collection, but also for Sarah Jessica Parker’s first official outing as president and chief creative officer. Her thoughts on Schwab’s first line? “It’s not as if I had anything to do with it, but I know that the birthing process is really hard,” she said. “I think it was a huge amount of pressure — the kind of pressure that I actually can’t fathom because the fashion world has its own unique kind of pressures.”

Parker appears to be settling into her new garmento gig quite nicely while “Sex and the City 2” is in postproduction. Judging by her Halston Heritage outfit, it appears that she will put much of her energy into the secondary collection. “I have met with the design team that exists a few times, and we are just starting to think about licensing partners,” she said.

Harvey Weinstein, for one, was beaming with the new additions to the label. “It’s a great step in the right direction, finally,” the Halston board member and equity stake holder said.

Weinstein refuted a recent newspaper article that questioned the phenomenon of celebrities being put in charge of fashion houses. He pointed to the opening weekend of “Valentine’s Day,” which raked in $52.4 million over the weekend and featured a trailer for “Sex and the City 2” that showed Parker in a white Halston Heritage dress. Such exposure helped propel sales of the line overall, with plans “to double” the business next season.

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