Nordic World has secured several European deals for the Icelandic design competition format Design For… (pictured).
Produced by Sagafilm, the seven x 45-minutes reality series debuted on Iceland’s Channel 2 last March and sees nine aspiring designers compete to create outerwear for one of the country’s top clothing brands.
In each episode, the contestants weather an extreme outdoor environment to experience the harsh conditions their creations must withstand. They then have 21 hours to design a suitable garment.
The series has been optioned by Brandcasters in Finland, Art89 in Sweden, Teddy TV in Norway and STV in Denmark. American and Australian deals are also pending, according to Nordic World.
Nordic World has also struck a coproduction deal between Sagafilm and Irish indie Screentime ShinAwiL, which will explore potential British and Irish versions of the format.
“Design For… provides yet more proof that big ideas can and increasingly do come from small territories,” said Nordic World chief operating officer and director of sales Jan Salling in a statement. “Very often, the difference between success and failure is not to do with a show’s creative caliber — it’s to do with how well it’s positioned, marketed and explained to international buyers.”