Hollywood Today Logo Hollywood Today Film

NBC Fashion Star Season Two Premieres Tonight

March 8th, 2013 · 1 Comment

Fashion Star Mentors Jessica Simpson, John Varvatos, Nicole Ritche and Host Loiuse Roe

Fashion Star mentors Jessica Simpson, John Varvatos, Nicole Ritche and Host Louise Roe

Reality series hit Fashion Star shows what’s new in fashion, tonight on NBC at 5pm ET By Gabrielle Pantera Hollywood CA, Gosh!TV (2013/3/8) – “Fashion Star is really a more dynamic and dramatic show with deeper rooting interests that connect Jessica Simpson, Nicole Richie, John Varvatos more profoundly to the contestants but also puts them at a little bit of odds with the buyers in terms of being now aggressively lobbying or pushing them on behalf of their contestants,” says Fashion Star executive producer Ben Silverman. “We felt that we needed to get our mentors more heavily invested and connected to the process and also create a little bit of a, you know, dynamic between the buyers and the mentors. And so we brought them physically closer together.” This year the mentors have teams and are actively participating with the designers on their teams. The three mentors give advice helping and lobby the buyers to purchase their clothes. “We obviously felt the buyers really playing the game worked amazing,” says Silverman. “And when you see this season, it’s even more competitive with the buyers and I just think the audience is more and more interested in real-world dynamics and shows that have real-world results and application. Starting right off in the first episode where we have multiple bids on different designers from the retailers and stores.” “It was just fantastic coming from my background as someone as a fashion journalist,” says Fashion Star host Louise Roe, who joins this season. “I’ve been used to critiquing new trends right on the runway through to in stores was that you buy everything immediately and actually that’s another change we’ve made this season. Instead of waiting until the end of the show to buy the clothing you can buy them at home as soon as the buyers buy them.” “Well the show clearly did well for the retailers as evidenced by two them,” says Silverman “The two we wanted back being back and participating. But additionally they are still out there and you’re seeing different contestants appear in new outlets. One of our contestants made a deal with HSN. One of our contestants reupped their commitment with the retailers.” “The talent we have on the show this season was fantastic but also ranged a lot aesthetically…from a brand perspective,” says Roe. “So for some of them it was a lot of the learning curve on actually what’s more marketable and commercial, what is going to sell and how do you balance that with your own core aesthetic and the things that you believe in. Whereas other designers already kind of have that down pat and completely blew it away. And of course the feedback that they got from the buyers was just gold dust in terms of progressing their brand and taking negative as well as positive feedback.” “We did have special guests in certain episodes as well from various other areas of the fashion industry to give more advice on that,” says Roe. “So it was a pretty unique experience even, you know, if you didn’t come out as the winner to how to move your brand forward.” From Jessica Simpson, Nicole Richie, John Varvatos, Macy’s, Saks Fifth Avenue and the Express you’re getting the ultimate boot camp in not only design development but brand development,” says Silverman. “What I think is so fascinating about fashion specifically is Jessica Simpson’s line is leveraged off her celebrity brand and it’s called Jessica Simpson. But John Varvatos who started, you know, cutting and tailoring and never was an actor or singer his brand is called John Varvatos also.” “That relationship of brand to personality in the design world is more profound than in any other industry,” says Silverman. “Google is not called Sergey Brin and Apple was not called Steve Jobs. I think it is so profound within the fashion world that you connect your personality to the brand and that also creates authenticity.” “This year specifically because the show was already on air and people saw the clothes then for sale and in store and saw three or four of the people from last year not just sell through the store but continue to sell and expand their line, we had an incredible pool of talent,” says Silverman. “Everyone from the kind of F-I-T boy genius to a woman who was actually working at Elie Tahari and quit to come go on the show.” “I really, really get a kick out of that and I think I don’t know what surprised me, probably the bonds that I ended up creating with all of them,” says Roe. “Because I also hosted the online show for NBC.com, so I spent a lot of time down at the design studio…which is a much more intimate environment than, you know, the big runway stage with lots of lights and cameras and an audience.” One of the fashion themes is Does sex sell. “Alfred Hitchcock said he never wanted to show any of his leading ladies naked because he felt the imagination was the sexiest tool known to man. So, you know, I think you’ll see that in how everyone reacts to that thought,” says Silverman. The different episodes have great themes that play out and really challenge the designers to think outside of their normal day-to-day but also think to what being a fashion designer and a fashion brand really is…which is diversity in what you can do.” “There was a ton of retailers who wanted to get involved with the show recognize that the show was an incredible proving ground for new designers and they’re constantly looking for new voices and new creativity,” says Silverman. “But they don’t have an A&R industry like the music business does as profoundly so this show really, really provides them with a canvas across the, you know, artistic spectrum of designers. We got, you know, 10,000-plus people applying to the show.” “But then on the other side obviously, you know, they get to sell the product, so there’s a direct correlation to what they do that’s very different than their normal approach to television,” says Silverman. “And specifically, you know, Macy’s, Saks and Express are just three real brands. They’re on main street in America. They are the corner tenant of the best shopping centers and malls in America.” “Macy’s and Saks have been with the show from the beginning and are incredible partners and just really know their business,” says Silverman. “Express was new this season and just upped the game big time and really know their consumers so well and it just has been fabulous to have the three of them.” “This show couldn’t have worked five years ago because people weren’t doing as much e-commerce and they weren’t buying product through their tablet or they weren’t watching television and also playing games on their social networks with their friends,” says Silverman. “It’s uniquely built of today and the fact that you can buy the product is so cool to me. The idea that you can vote on the winner with your pocketbook not just with a phone call and have a tangible relationship is extraordinary in terms of kind of next generation idea in storytelling.” Because there’s so much drama for the contestants on the show, every episode there’s a winner and a loser,” says Silverman. “But we wanted that same drama for the mentors, for Jessica, John and Nicole. And then obviously the buyers, this is a real job and I think that’s an element that we’re seeing in television that’s, you know, kind of exploded since The Apprentice — which is the fascination with real work.” Fashion Star

1 response so far ↓

  • 1 Nicole Richardson // Mar 22, 2013 at 9:01 pm

    The idea that a size 12 is a large size is offensive. Many women remember this a a fleeting memory. Fashion Star please remember that a 12 sells in regular not Plus size clothing. Women wearing larger than a 36 DD bra; ie…. 40 K, L would love to not have to wear old lady clothing too., Thanks

Leave a Comment

Tags: TVRemote