Netflix creates binge-worthy content material. However beginning this summer season, the tech big will strive its hand at producing luxurious ball robes.
Netflix is collaborating with Halston, the American luxurious model, to create a 10-piece capsule assortment of robes priced between $995 and $1,595. The seems—obtainable for preorder in June—are impressed by archival designs featured within the new Netflix biopic about Roy Halston Frowick, the designer who launched the fashion home in 1968. The present, created by Ryan Murphy, premiered on Netflix final week. When you fall in love with a gown you see on-screen, you’ll be capable to personal it.
It’s not the first time Netflix has explored the world of fashion. In 2019, it partnered with H&M to create a line of garments that replicated seems from the hit present Stranger Issues. With this Halston assortment, Netflix is testing the waters in excessive fashion.
Earlier than filming Halston, Netflix reached out to the clothes model to realize entry to its archive. Jeriana San Juan, the present’s costume designer, used these historic robes to create the outfits that would seem on-screen. However the model wasn’t concerned with creating the present or shaping its plot. In February 2021, after the filming wrapped, the 2 manufacturers started having conversations about creating a assortment collectively. Robert Rodriguez, the label’s chief artistic officer, labored carefully with San Juan to determine which outfits to reissue from the handfuls featured within the present. “It was a chance to convey again iconic robes that Halston himself created, however reinterpret them to make them extra fashionable,” says Rodriguez.
Collectively, they picked 10 items that have been common within the Nineteen Seventies and Eighties that they believed would resonate with the trendy shopper. There’s the Beverly, a cascading silk chiffon robe in a dramatic purple. The Elsa is a blue batik silk caftan in sapphire blue. The Liza is a gold lurex robe with a sunburst on it. And there’s the Anjelica, a ruched viscose jersey one-shoulder gown. “Halston liked colour, so we have been positive to focus on that, and we targeted on the shimmer jersey, which he was identified for,” says Rodriguez. “I tailor-made the silhouettes and proportions.”
As soon as Rodriguez designed the gathering, Halston confirmed it to Saks Fifth Avenue and Neiman Marcus. Each retailers positioned orders and mentioned they might function these designs prominently of their window shows in August, when the clothes hit shops. “It’s a dream come true to be featured in these window shows,” says Rodriguez. “It is going to give the model new visibility.”
Rodriguez joined Halston a 12 months in the past after a decade and a half of working his personal eponymous model. He was tasked with serving to to make Halston related once more, after its star had dimmed significantly from its heyday 50 years in the past, when Frowick was nonetheless at its helm. Rodriguez hopes this Netflix partnership will give the model a much-needed enhance. “Netflix has such monumental attain that the present goes to introduce a youthful technology to the model that didn’t know Halston,” he says. “It is going to convey the Halston title again.”
Netflix received’t obtain any revenues from the gross sales of the gathering; it approached this collaboration as a advertising and marketing partnership that can permit each manufacturers to cross-promote one another. Netflix declined to remark for this story, but it surely’s fascinating to think about what the streaming big might do if it entered the world of fashion in earnest. For a lot of viewers, a part of the enjoyable in watching reveals is taking within the beautiful, rigorously curated outfits. And Netflix has the chance to capitalize on this.
In a future world, Netflix might create a new income stream by inviting viewers to buy immediately as they watch reveals. You wouldn’t simply drool over the beautiful outfits in The Queen’s Gambit or Emily in Paris—you can click on to purchase them instantly.