Former top model-turned-TV host Elle Macpherson will address participants at MIPTV in Cannes on Monday 2 April 2012 as part of a media keynote showcase.
The Australian businesswoman will be accompanied by Ben Silverman, founder and Chairman of the US-based multimedia production studio Electus and Chris Grant, CEO of Electus, who will present their new show, “Fashion Star,” hosted and executive produced by Elle Macpherson.
Electus and 5×5 Media (“Extreme Makeover: Home Edition”) have partnered with Magical Elves (“Project Runway,” a fashion show presented by another top model, Heidi Klum) and the Global Fashion Association which comprises organisers of international fashion weeks to produce “Fashion Star,” the first ever shiny-floor reality competition set in the fashion sector.
“Fashion Star” follows 14 undiscovered designers as they compete over 10 weeks, and are coached by celebrity mentors Nicole Richie, Jessica Simpson and John Varvatos before their work is judged by professional retail buyers from Saks Fifth Avenue, H&M and Macy’s. The winning designs from each episode will be available for purchase online directly after each episode airs, as well as in stores the next day. Besides the title of Fashion Star, the winner will get a multi-million dollar contract to launch their own clothing line in three of the biggest stores in America.
“Fashion Star” will debut on 13 March on NBC and will roll out globally, beginning in Canada and 20 countries across Asia during spring 2012.
As part of their keynote, Elle Macpherson, Ben Silverman and Chris Grant will discuss the next level of branded entertainment, providing a behind the scenes look at the integration of advertisers, retailers and consumer interests into a one-of-a-kind experience.