I can’t remember the last time a reality fashion show excited me. The originator of the genre, Bravo’s “Project Runway,” did in its first few seasons, but it no longer carries the allure it once had. Other attempts, like the network’s “The Fashion Show” or Lifetime’s “24 Hour Catwalk,” never captured that same magic. Last night NBC debuted its new fashion designer competition reality show, “Fashion Star,” a search for what the network says is the “the next big brand.” I think I might be hooked.
Hosted and executive produced by supermodel Elle Macpherson, the show seeks to reinvent fashion reality TV the way NBC’s “The Voice” reinvented reality singing competitions. In many ways it did. Here’s the premise: 14 designers present mini-collections showcasing a signature piece to three mentors: celebrity designers Jessica Simpson and Nicole Richie, and designer John Varvatos. The mentors critique the collections, which are then placed in the hands of three buyers: Caprice Willard from Macy’s, Terron E. Schaefer from Saks Fifth Avenue, and Nicole Christie from H&M. The buyers have the opportunity to purchase the piece or pass. Best of all for the designers, the clothes go on sale online immediately after the show airs. Those who don’t attract any buyers face elimination.
The program pulled out all the bells and whistles: the opening sequence featured motorcycles and fireworks, and models strutting around in lingerie from Elle Macpherson’s Intimates Collection. As each designer showed, pop anthems like Lady Gaga’s “Edge of Glory” and La Roux’s “Bulletproof” played while flashy lights blinked and back-up dancers swayed. The cheese factor was over-the-top, but it certainly added to the spectacle.
“Fashion Star” isn’t seeking to impress elitist fashion enthusiasts – it’s meant to appeal to a wider audience. Sure, NBC could have recruited bigger designer names like Ralph Lauren, Diane von Furstenberg, or Karl Lagerfeld (maybe it tried and was declined), but reality veterans Richie and Simpson both have successful fashion companies and likeable personalities. The two also know what they’re talking about. Varvatos adds actual designer cred to the show. As for the buyers, the network went for well-known, mainstream outlets. It couldn’t have picked more influential retailers than Saks, H&M, and Macy’s.
The designers competing come from diverse backgrounds: there’s a mother of two with no design education or professional experience, and another contestant who has had items sold in stores and featured in major magazines. Talent also runs the gamut. Pieces ranged from tacky Forever 21 copies to well-thought-out garments. A butterfly dress made by the flamboyant Oscar Fierro got no takers, while an asymmetrical jersey tunic by former Microsoft employee Lizzie Parker resulted in bids from Macy’s and Saks. (Macy’s won.) The arrogant former model Nicholas Bowes, who got ousted, deserved it – his motorcycle jacket was a snooze and he suggested that the female mentors didn’t know what they were talking about.
With the social media (mentors tweet on iPads during the show) and e-commerce audience engagement, “Fashion Star” is full of possibilities. At press time, three of the six items that went on sale last night were sold out – certainly an indication that people are paying attention. A revered fashion icon might not be produced, but a hit television show and a commercially successful designer may be on the way.