Case Study - Halston | The Rise, Overexposure, and Identity Loss of an American Icon

Series - When Growth Goes Too Far | How Heritage Brands Lose Their Identity?

What happens when a legendary brand grows too fast without a clear strategy? In this case study, we explore the story of Halston — once the face of American fashion, now a cautionary tale of overexposure, misaligned licensing, and fragmented relaunches. From Studio 54 fame to modern retail confusion, Halston’s journey offers key lessons on the risks of growth without creative clarity.

This video is part of our “When Growth Goes Too Far” series on heritage brands that lost their identity over time.

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