Ben Silverman has come back to NBC, not as an employee, but selling the network a new reality show from his Electus studio, part of IAC. “Fashion Show,” which will be hosted by super-model Elle Macpherson, is also from Magical Elves, known for “Top Chef” and as the original producers of “Project Runway.”
The new twist for Fashion Star is that viewers at home will be able to buy the 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.
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. In the end, one designer will successfully combine fashion and business to become the next Fashion Star and have their entire fashion line on sale exclusively in one of the biggest retailer’s in the world.
At the end of each episode, though, 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,” the network declared in announcing the project.
Fashion Star is created by E.J. Johnston and James Deutch of the Global Fashion Association, Rick Ringbakk of Emmy Award-winning 5×5 Media and Ben Silverman. The show is executive-produced by Ben Silverman of Electus, Jane Lipsitz & Dan Cutforth of The Magical Elves, Rick Ringbakk of 5×5 Media, Macpherson, and E.J. Johnston & James Deutch of Global Fashion Association. Electus/Engine Distribution will retain all international distribution rights.