Bravo has inked multi-platform deals with four sponsors including TRESemmé, Propel vitamin enhanced water beverage, a major wireless carrier and a health and beauty company to be unveiled during the run of the series, for the premiere season of Bravo’s newest fashion creative competition series “The Fashion Show,” premiering 5/7 at 10 p.m. These sponsorship deals provide unique brand exposure as well as a major on-air and online presence.
TRESemmé will serve as the official hair care partner for the series. The fully-integrated sponsorship includes an in-show branded hair salon and the $125,000 prizing. TRESemmé is part of the action each episode by providing catwalk-ready hair created by the TRESemmé stylist team lead by celebrity stylist Jeanie Syfu. TRESemmé will also sponsor one of the series’ challenges.
The multi-platform deal will also feature customized on-air vignettes starring Harper’s Bazaar’s Laura Brown and TRESemmé’s Jeanie Syfu. Brown and Syfu will highlight the latest hair and fashion trends this season, and each vignette will showcase how to create an overall look from head to toe. BravoTV.com will also feature videos from the behind-the-scenes TRESemmé salon cam, showing viewers first-hand how high-fashion hair styles are created.
The Propel brand will have a weekly presence in the series via tagged tune-in and billboards, and the Propel sponsorship will support Bravo’s custom vignette series, including experts who will teach viewers how to value quality versus quantity when buying clothing and who will provide advice on how to keep key basics in their wardrobe.
“The Fashion Show” follows 15 pro designers and is hosted by internationally acclaimed designer Isaac Mizrahi and four-time Grammy Award-winning performer and actress Kelly Rowland. Mizrahi and Rowland will also serve as judges alongside IMG Fashion SVP, Fern Mallis.
As previously announced, Harper’s Bazaar will serve as the official magazine partner, fully integrated into each episode. Each week the designers will be put to the test and will have to face off in two challenges – the Harper’s Bazaar Mini Challenge, judged by the magazine’s Special Projects Director Laura Brown, and an elimination challenge. In the end, America will choose which contestant will have a clothing line available for retail and win the $125,000 prize, presented by TRESemmé.