NBC and the original producers of “Project Runway”, today announced the search for the next big brand in fashion with “Fashion Star” (working title) — a new reality competition series to be hosted by Elle Macpherson, world-famous super-model icon, actress and businesswoman.
“Fashion Star” is designed not only to groom and discover America’s next popular brand, but through an exciting new format twist, it will allow viewers at home to buy the winning designs each week. The show will target real-time consumer feedback and interactivity and will span all categories of fashion from suits and dresses to lingerie, denim, bathing suits, shoes, accessories and more.
“Brands have become expressions of communities and statements of identity. Polo, Kate Spade, Uggs,Ray Ban and Victoria’s Secret are all great examples of brands that have popped and reflect an entire lifestyle beyond just articles of clothing. This country is overflowing with incredibly talented designers from all walks of life who are waiting to be discovered,” said Paul Telegdy, Executive Vice President, Alternative Programming, NBC and Universal Media Studios. “Who better to host then Elle Macpherson — her impeccable fashion sense and 30 years of experience building her eponymous brand are tremendous assets to the show and the designers.”
The series will give 12 unknown designers the chance to win a multi-million dollar contract to launch their line in America’s largest retail stores. Each week, the designers will be put through a variety of challenges that will push them to further develop and expand their brands.
Famous designers and buyers from America’s largest retailers will serve as the judges, making on-the-spot decisions as they bid against each other, dipping into their own wallets to purchase the work of these up-and-coming designers. These items will shape the future of their stores and create the next big trends for their consumers. At the end of each episode, America will have the chance to immediately purchase the winning designs showcased on the episode that week. What viewers see on TV that night will be on the streets and in stores the very next day. With just a single trip down the runway, “Fashion Star” will change the lives and fortunes of these aspiring designers forever.