Halston appoints Marios Schwab

American luxury brand Halston has appointed Marios Schwab creative director, overseeing its ready-to-wear and accessories collections while guiding the image of the brand.

According to WGSN, Schwab will continue with his signature label, but will relocate to New York to direct the brand and head the design studio, working with the shoe designer, handbag designer and ready-to-wear design assistants on the main collection. His first Halston collection will be unveiled next February for autumn/winter 2010/11.

The focus of Schwab's design goals will be to translate the brand's heritage into the current climate, the company said.

"While Halston's DNA is crucial to its future success, I very much wish to move the brand forward and make it relevant for today," said Schwab. "Simple, effortless pieces realised via modern fabrics and technology will play a large role in how I will redefine the brand. The clothes will echo the heritage but with a very distinctive, modern feel that is completely new and completely now."

Schwab, 31, studied at Central Saint Martins College of Art and Design in London, and launched his own label in 2005. He started showing his line during London Fashion Week in 2006.