Reality competitions have long paired with magazines: “Project Runway” first allied itself with Elle and then Marie Claire, “America’s Next Top Model” has Seventeen, and “Top Chef” has a partnership with Food & Wine.
So it comes as no surprise that Bravo‘s latest fashion reality show — an attempt to replace “Project Runway” which moved to Lifetime this year — has paired with a magazine. But the show, “Launch My Line,” has curiously launched a partnership with shopping magazine Lucky, not a traditional fashion magazines like Elle.
The show pairs ten contestants who “have always envisioned having their own clothing line” with ten established fashion designers who help them put together their dream line. The winner of the show will get an editorial showcase in Lucky and their premier collection will be sold on online boutique Rue La La, the exclusive retail partner of “Launch My Line.” The focus on shopping, with Lucky and Rue La La, makes us think this show is trying to distance itself from its couture-focused kin like “Runway.”
We understand the thinking behind the magazine-reality show partnerships. What do you think of this one?
Announcement after the jump