Like a cat with catnip, certain names are irresistible to fashion bloggers and journalists alike. Sarah Jessica Parker being one of them (of course) and Halston being another. So rumours that the two will join forces have ignited feverish speculation this morning.

The news that Miss Parker will be taking on some kind of creative consultant role - thought to be for Halston Heritage rather than the main line - has now reportedly been confirmed. The posters for the next SATC movie show her wearing a white Halston Heritage dress.

Since the death of founder Roy Halston Frowick in 1990, the New York fashion label has had eight owners and six designers. It seems as though, while the will to re-launch the legendary house is there, finding that perfect design chemistry is harder than it sounds. The current owners; film producer Harvey Weinstein, and Jimmy Choo impresario Tamara Mellon, originally hired Marco Zanini, previously a member of the Versace design team, with Rachel Zoe acting as advisor for red carpet and celebrity styling to the brand. Zanini showed only one collection, for Autumn/Winter ‘08, before exiting the label, swiftly followed by Zoe.

 Since then, the design team at Halston has worked uncredited. But in Autumn last year, it was announced that London-based wunderkind Marios Schwab had been appointed creative director at Halston, and his debut collection is hotly anticipated. Shortly after this announcement, Parker appeared wearing Halston Heritage on the set of SATC2, and was rumoured to have been signed to model in the ad campaign for the mainline or for Halston Heritage.

Today’s news could mean the diffusion line, Halston Heritage, would be SJP’s responsibility while Marios’ first collection will be shown in New York in a few weeks! Tentherhooks doesn’t even BEGIN to describe!

In the meantime, watch Start boutique owner Brix go into meltdown over the new Halston Heritage range!

-Naomi Attwood