NBC, Electus, Magical Elves Team Up for Fashion Star

April 5, 2011 World Screen
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UNIVERSAL CITY: Elle Macpherson is set to host and executive produce Fashion Star (working title), a new reality competition from NBC, Electus and Magical Elves.

The show is aimed at finding America’s next popular brand in fashion as 12 unknown designers compete for the chance to win a mult-mullion dollar contract to launch their line in America’s largest retailers. Fashion Star also allows home viewers to purchase the winning designs each week.
 
The series is created by E.J. Johnston and James Deutch of the Global Fashion Association, Rick Ringbakk of 5×5 Media and Ben Silverman of The Biggest Loser and The Office.
 
Paul Telegdy, the executive VP of alternative programming at NBC and Universal Media Studios, said: "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. 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."    
 
Ben Silverman, the CEO and founder of Electus, said: "We are excited to team up with NBC to discover and develop the next major fashion brand for retailers around the country and deliver the next breakout television show for an audience that is increasingly obsessed with fashion. The stakes are higher than any other competitive reality show, as Fashion Star pulls back the curtain on what it really takes to launch a major national brand."

 

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