In what can only be described as a remarkable coup, Netaporter.com has signed up with the revived Halston brand to sell two pieces from the collection the very next day after after showing at New York fashion week. Natalie Massenet, chairman and founder of Netaporter was quoted in today’s WWD saying,
“As the collection goes down the runway on February 4 and the press and buyers are seeing it for the first time, two of the key pieces will be sitting, wrapped, packed and ready to go in our distribution centers in Manhattan and London for worldwide delivery. We will go live within 24 hours of the show, with exclusive content of the show. The customers can log on and be the first women around the world to wear the new Halston.”
This bucks what has always been customary in fashion as selling collections 6 months after they’ve been shown at fashion shows. Netaporter seeks to hasten that time in an exclusive manner and get a jump on brands that copy original designer’s works. The Halston collection goes live on Netaporter February 5, 2008.