Reality competitions have long paired with magazines: “Project Runway” first allied itself with Elle and then Marie Claire, “America’s Next Top Model” has Seventeen, and “Top Chef” has a partnership with Food & Wine.
So it comes as no surprise that Bravo’s latest fashion reality show — an attempt to replace “Project Runway” which moved to Lifetime this year — has paired with a magazine. But the show, “Launch My Line,” has curiously launched a partnership with shopping magazine Lucky, not a traditional fashion magazines like Elle.
The show pairs ten contestants who “have always envisioned having their own clothing line” with ten established fashion designers who help them put together their dream line. The winner of the show will get an editorial showcase in Lucky and their premier collection will be sold on online boutique Rue La La, the exclusive retail partner of “Launch My Line.” The focus on shopping, with Lucky and Rue La La, makes us think this show is trying to distance itself from its couture-focused kin like “Runway.”
We understand the thinking behind the magazine-reality show partnerships. What do you think of this one?
Announcement after the jump
BRAVO’S “LAUNCH MY LINE” WELCOMES LUCKY MAGAZINE AND RUE LA LA AS EXCLUSIVE PARTNERS
NEW YORK — December 7, 2009 — Bravo’s new fashion creative competition series “Launch My Line,” has signed Lucky, the magazine about shopping and style and Rue La La, a leader within the digital private sale space, as the exclusive magazine and retail partners for the series. The winning professional will be featured in an editorial showcase in Lucky and their premier collection will be launched and available for sale at RueLaLa.com immediately following the series finale. The winning expert, who helped the designer throughout the series, will receive $50,000.
“Launch My Line” features ten well-known professionals who are highly regarded in their varied fields of expertise, but have always envisioned having their own clothing line. These professionals, who include a DJ, a CEO, an architect, a music executive and a fashion critic, are paired with ten established fashion designers who will help them execute their dream clothing line.
In the second episode, airing this Wednesday, December 9 at 11 p.m. ET/PT, the designers must prove that they are always a step ahead of the curve when trend forecaster Sally Lohan stops by to show the contestants how trends are set and what will be popular for 2010. The designers are taken to Venice Beach to seek inspiration for a daytime look using colors and silhouettes that will set the trends for the upcoming season. The pressure takes a toll on the contestants as one expert threatens to leave his/her partner and the competition. Acclaimed designers, twin brothers Dean and Dan Caten of DSQUARED2 serve as the series hosts, and fashion notables Stefani Greenfield and Lisa Kline are series judges.
“Launch My Line” is produced by Lake Paradise Entertainment for Bravo. Holly M. Wofford (“Survivor,” “Shear Genius” and “Supernanny”) and Vittoria Cacciatore (“Survivor”) serve as executive producers.