As we reveal in today’s new issue of Grazia, Sarah Jessica Parker is joining New York luxury brand Halston, and last night the company finally confirmed her title: president and chief creative officer.
Halston’s CEO Bonnie Takhar may have described Parker as ‘a great American style icon’, but it is clear SJP won’t be just appearing in the ads or suggesting her ideal shoe. The actress, who also acts as executive producer on SATC, is going to be a Halston executive.
The savvy actress will own an equity stake in the firm, like fellow investors Harvey Weinstein and Tamara Mellon of Jimmy Choo (although it’s not clear if Parker is putting her personal money into the business). She will also have a seat on the Halston board alongside Weinstein and Takhar, meaning she has a say in the long-term company strategy.
Clearly this is a move away from the usual celebrity creative director role and may encourage more brands to seek out fashion-savvy business partners rather than just PR-friendly style icons. As Parker herself says ‘I think this is a brand new kind of business model and it illustrates how serious I am about this position, I think it’s wonderful to feel invested in something’ she added ‘I tend not to just endorse something; [I] like feeling the stakes.’ It is understood that she has a long-term commitment to the brand.
SJP has been in negotiations with Halston since early Autumn 2009. ‘We had launched our Heritage collection, and the dresses had appeared in Sex and the City 2,’ Takhar said, adding ‘we talked about how we could work together and have a meaningful business relationship.’
Although she will be starting out working with Halston’s new secondary line Halston Heritage, it is possible Parker could eventually work on the Halston mainline. The actress has met the line’s new creative director Marios Schwab, and has viewed sketches for his debut collection, which is set to be at New York Fashion Week next month, but the pair are not collaborating at the present time.
For her part, Parker intends to bring ‘good manners, a point of view that is inspiring, that is hopefully smart, and an incredible passion and excitement and enthusiasm, as well as some experience of what I know about women, that having been pretty much the focus of my role in Sex and the City.’
And shopping, of course..