Open Casting Calls for ‘Project Runway’ to Begin in June in Los Angeles, Chicago, New York City and Miami
NEW YORK, May 24 /PRNewswire/ — Bravo, Miramax Television, and ELLE magazine are pleased to announce that Cotton, Inc., and L’Oreal have signed on as inaugural sponsors of “Project Runway,” Bravo’s new reality series that will focus on the competitive and glamorous world of fashion
. Project Runway will give aspiring designers the opportunity to prepare a runway show during Fashion Week in New York. Contestants will have the chance to display their creations in front of a panel of top designers, fashion editors, photographers and stylists that will be spearheaded by Heidi Klum.
The partnerships with Cotton, Inc., and L’Oreal are integrated deals that will provide significant exposure in all mediums including in-show, on-air and in print.
“We couldn’t be more pleased than to have Cotton Inc. and L’Oreal as our very fashionable partners on ‘Project Runway’,” said Hanna Gryncwajg, Senior Vice-President, Bravo Advertising Sales. “These two sponsors will have an opportunity for an organic integration in, and on-air association with, a series that is sure to create a strong buzz among consumers.”
“We are delighted that Cotton Incorporated and L’Oreal will partner with us on ‘Project Runway.’ Their commitment to the show demonstrates a positive blending of Madison + Vine,” said Lori Sale, Miramax executive vice president of worldwide promotions. “We look forward to this partnership and working with their brand teams on their integration into the show, as well as creating off channel programs and promotions with the ‘Project Runway’ brand.”
Supported by Gen Art, Bravo, Miramax and ELLE will begin holding open casting calls for the show on June 15 in Los Angeles. Following Los Angeles, open calls will take place in the three other major fashion cities, Chicago, New York and Miami. Auditions in Chicago will take place on June 19, New York City on June 21 and 22 and Miami on June 25. Attendance at one of these casting calls is mandatory to be considered as a contestant on “Project Runway.” For more information including rules, requirements and locations, visit http://www.bravotv.com/.
The series will premiere on Bravo in the fall of 2004 and will follow 12 up-and-coming designers as they compete weekly on design challenges. Contestants will be cut on a weekly basis until only three remain to face-off with debut collections on the runway at New York’s Fashion Week in February 2005. The winner’s designs will be photographed for ELLE by the magazine’s world-renowned Publication Director, Gilles Bensimon.
“ELLE has always been a leader in supporting new and emerging designers, and Project Runway allows us to do so at a whole new level while partnering with our advertisers in a ground-breaking integrated marketing initiative,” said Carol Smith, Senior Vice-President and ELLE Group Publisher. “If Bravo, Miramax and ELLE were owned by the same parent company, this would be a real achievement; that we’ve come together independently is nothing short of remarkable. We’re looking forward to the series and the opportunities it brings to redefine print, TV and online synergy.”
Project Runway is executive produced by Dan Cutforth and Jane Lipsitz of Magical Elves, who produced the critically acclaimed second season of Project Greenlight. Klum’s managers and fashion world experts Desiree Gruber and Jane Cha of NYC-based Full Picture are producing the series. Executive producers for Bravo are Frances Berwick, Amy Introcaso-Davis and Shari Levine. Barbara Schneeweiss, director of television, and Eli Holzman, vice president of television, will oversee the production on behalf of Miramax Television. Lori Sale, Miramax EVP of worldwide promotion secured brand integration for the series. The series was packaged by the William Morris Agency, which represents Heidi Klum, Magical Elves, Full Picture and Miramax Television.