05 Track 5

Unit 2

Fashion

Chapter 2

Reality TV: Good or Bad for Fashion

Page 33

Reality TV: Good or Bad for Fashion

“That’s fierce!”

Does that quote make you think of designer Christian Siriano? Siriano, who made the word “fierce” a well-known phrase, has become one of the most successful stars of reality television since winning the fashion contest show Project Runway in 2008.

However, he is one of very few designers to find real success after appearing on a fashion reality show. With so few success stories to speak of, many people are wondering if these shows are actually helping designers’ careers.

What’s more, many fashion professionals question if the shows are a good thing for the industry. Fashion reality shows have become very popular among a wide audience.

Some shows − such as Project Runway or The Fashion − show have been running for several seasons and fans follow each episode and even create fan blogs and write in online forums about the show.

Supporters of these shows say they see how professionals work, from sketching ideas to choosing fabric to fitting and accessorizing models. These shows are like a backstage pass to a runway show.

Jennifer Minnitti, the chairwoman of the department of fashion at the Pratt Institute, agrees that such reality shows have stimulated interest in fashion. As a result of this increased popularity, more and more students pursue studies in fashion and design, and these departments in universities are growing ever larger.

While inspiring students is a good thing, Minnitti points out that some students might be misled by fashion reality shows. “You get a lot of students who just want to participate in this program because they want to be on TV, or be a celebrity,” says Minnitti.

“This is a tough business”. Minnitti’s concern is that these shows make the fashion industry look glamorous without giving a true picture of the amount of work involved.

Fashion consultant Fern Mallis agrees. She says that reality shows give people the idea that it can be easy to find fashion success and create their own brand; both extremely rare and difficult things to do.

While many contestants from these shows do find work in the fashion industry − as designers for clothing brands, costume designers, etc. most do not achieve the level of fame or prestige they are seeking.

The management at clothing brands also seem cautious about working with the shows and their former contestants. Brands such as H&M, Macy’s, and Saks Fifth Avenue have sponsored TV fashion shows and have offered representatives from their companies as judges.

But very few brands have been willing to put their name alongside that of a fashion reality show contestant. This, you might argue, says a lot about the amount of faith companies have in the winners of TV fashion shows.

Brand managers know that collaborating with a designer or a celebrity can add a new look to their products, make the brand more appealing to consumers, and sell a lot of clothes.

But putting out a new clothing line is risky, as it takes a lot of money to produce and promote. This is why brands prefer to work with established designers, like Mark Jacobs, or celebrities, such as Jessica Simpson, who can draw their fans to the brand.

Major brands have shown that so far, they don’t believe in the star power of reality show contestants. Fashion legend Calvin Klein is among those in the industry who openly do not respect reality fashion shows, and his comments might explain why brand managers hesitate to work with unknown designers.

“To really have success and to really make it you need staying power. That’s not an accident. These designers work at it all the time, they never stop, says Klein.

“A TV show about fashion? That’s a momentary thing”.