Electus, Elves and Elle Macpherson team up for NBC fashion series

The new reality competition Fashion Star (w/t) will conduct a search for "the next big brand in fashion."
April 4, 2011

Ben Silverman’s Electus and Magical Elves, producers of the long-running Top Chef and former producers of Project Runway, will be teaming up on a new fashion oriented reality competition series for NBC, to be hosted by former supermodel Elle Macpherson.

Fashion Star (w/t) will offer 12 emerging designers the chance to compete for a top prize of a multi-million dollar contract to launch their line in the largest retail stores in the U.S. Famous designers and top retailers will act as judges, and weekly contestants will have their products available to be purchased online by viewers. At the end of the competition, the grand winner will have his or her full line on sale exclusively in an as-yet-unnamed major retailer. The New York Times has reported that NBC will see a cut of the fashions’ sales.

“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, in a statement. “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,” added Silverman.

Silverman was co-chairman of NBC Universal Entertainment from 2007 to 2009 prior to teaming up Barry Diller’s IAC to launch Electus.

The series was created by E.J. Johnston and James Deutch of the Global Fashion Association, Rick Ringbakk of 5×5 Media and Ben Silverman, who each serve as exec producers in addition to Jane Lipsitz and Dan Cutforth of Magical Elves, and Elle Macpherson. The show will be distributed internationally by Electus/Engine Distribution.

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