Good, because they’re going to need a little trial and error. Ever since Roy Halston diluted his brand with licensing in the 70s — which led to his firing from the company in 1984 and subsequent death in 1990 — the Halston line has been under something of a curse. Everyone and their mother has tried to revive it with Harvey Weinstein and SJP being the last foolhardy souls to attempt salvation.

Whereas Weinstein’s background is in film and Parker’s main hoof is in acting, Malka comes with a mass of fashion experience under his belt. For over ten years he served as president of BCBG Max Azria and he was planning on retiring until he got offered the job at Halston. “There were maybe two or three brands that could pull me out of retirement, and this was one,” Malka said. “But it had to be all about the way I run it. No outside interference.”

So Halston is now the Ben Malka show. Hilco, which owns the Halston brand, and a silent investor serve as passive partners while Malka holds the largest share in the company. Malka hired away BCBG’s chief creative officer Marie Mazelis to design for Halston then picked up and moved the headquarters out to L.A., where he shares studio space with Mad Men. The unlikely move to the west coast is an attempt to refocus the Halston Heritage line, which they are using as a platform to relaunch the brand.

“[T]he Heritage line… is contemporary and obviously this is the place for that.” Malka explained. “It’s also a global city and a brand like this belongs here. I think it will be a boon to the Los Angeles fashion community.” Halston Heritage will range in price from $50 to $500, with certain pieces going for as much as $2500. The Halston runway line, however, will be based out of New York where an atelier is currently being constructed and is set to debut for the fall 2013 season. Prices are expected to go as high as $10,000. “I want to create a strong differentiation between the two…Halston [runway] is about innovation in technique and fabric. It’s about exclusivity and luxury. Heritage is about making the brand more accessible using timeless codes like fluidity and tailoring.”

Malka will focus on creating a brick-and-mortar presence with shop-in-shops in stores like Bloomingdale’s and Harrods, and there are plans to open as many as five freestanding stores this year alone. Taking a note from Burberry, social media will also be a key factor in Halston’s revival as well as celebrity partnerships. “Halston was one of the pioneers of marrying fashion and celebrity. I value that enormously. Celebrities are incredible ambassadors and we will be making some thoughtful choices after market.”

For now, it certainly sounds like Halston is in good hands. Malka is running a tight ship that includes a heavily-detailed four-year plan and an employee manual that even dictates the font of email signatures. Only time will tell if he and his crew can do Roy justice, but Malka believes they’re certainly on the right track. ”I think if Halston were here today, he would be very pleased.” And so would Liza. [WWD, sub req'd]

The event was originally scheduled for mid-July until President Obama was distracted by the debt ceiling crisis. This dinner sounds way more important, but to each his own I guess.

LINK LOVE: Daily Front Row

Halston with his girls — Bianca Jagger, Liza Minnelli and Michael Jackson

- Halston is apparently falling apart at the seams. First SJP, then Harvey Weisntein, now Marios Schwab is the latest to jump the label’s quickly sinking ship and there’s no Spring 2012 collection planned. [WWD]

- Beyoncé dropped a measly $15K on a 90-minute shopping spree with mom Tina Knowles at Topshop and Selfridges. Meanwhile, let me loose in a Wal-Mart for 90 minutes and I could rack up the same bill.  [NY Mag]

Sarah Jessica Parker‘s departure was a tiny little mention in her Vogue cover story:

When Sex and the City, to her own surprise, made her a fashion star, she launched her own design label and perfumes, as well as signing on to run the Halston Heritage label, a relationship that recently came to an end.

Days after that story broke, Harvey Weinstein has followed SJP out to pasture, leaving the company in which he had equity stake for the past few years. Well, the good news is Halston’s parent company, Hilco, is still confident in the label — at least someone is — as its seen recent growth in retail.

And also, Liza picked Diana up in the Beemer  and they’re on their way with Elton riding bitch. Happy days are here again! [WWD]

Photo: Daily Mail

Madonna co-wrote the romantic drama with her Truth or Dare collaborator Alek Keshishian, which stars Abbie Cornish as a woman who becomes enraptured with the early 20th century romance between Britain’s King Edward VIII and American divorcee Wallis Simpson.

Sure, it sounds like a snoozefest, but if Harvey Weinstein likes it — and he does, saying that Madge “has really come into her own as a filmmaker” and that W.E. is ”smart, sexy and thoroughly modern” – the Academy might as well throw an Oscar in Madonna’s freakishly ageless face.

Five words: The King’s Speech , Part II. [L.A. Times]

- Dov Charney no longer holds the majority share in American Apparel after an influx of cash last week from a group of Canadian funders, including private investor Michael Serruya. Unlike everyone else in the world, Serruya has confidence in the American Apparel brand and in Dov Charney, whom he thinks is the victim of a “shakedown,” in reference to that whole sex slave thing. [WWD]

- Are your alarms set? Are your puffy-sleeved gowns steamed and at the ready? The Royal Wedding is tomorrow, meaning that people might stop doing creepy things like tattooing their front teeth with Prince William‘s and Kate Middelton‘s likenesses, or spending 490 bucks (or three easy payments of 163 bucks)  for a vinyl doll bearing the Issa engagement dress seen round the world (as soon as that wedding dress debuts, however, that doll is getting an upgrade). But there’s perhaps nothing creepier– or…classier? —  than slipping on some royally-inspired latex to get it on in the boudoir. Though for $13, I’d expect more than three lousy Will and Kate Jimmyhats — I’m ready to consummate all over that couple. [Fashionista]

What on earth could studio head Harvey Weinstein and uber-stylist Rachel Zoe be reacting to?

A. I think Anna Wintour just winked at us!
B. How much Rachel just spent on a vintage Givenchy dress from 1954?
or
C. Harvey became restless at the fashion show’s late start and tried to eat Zoe, thinking she was a diamond encrusted, purple caftan wearing Churro.