QVC has a big deal going with Lifetime’s “Project Runway All Stars,” where the home shopping network’s host Lisa Robertson will be acting as a guest judge along with — get this — “Mad Men’s” Elisabeth Moss (no relation).
QVC announced Tuesday that it is scheduled to sponsor the Accessory Wall on the design competition series, and that it will host a design challenge for the contestants. In addition, the season’s grand-prize winner will have the opportunity to design a collection for QVC.
There was a little quirk about this press release, we’ll note. Although the headline was posted on QVC.com, when we tried to open it the releases was gone. We found it by Googling it, so we don’t know what’s up what that.
“We were eager to collaborate on this season of Lifetime’s ‘Project Runway All Stars’ since it targets the interests of women that are central to our shopping community,” QVC vice president of content marketing Karen Fonner said in a canned statement in the announcement. “By aligning with the popular series, we have the opportunity to increase exposure as a fashion authority in a culturally relevant way.”
Robertson will guest judge the challenge, sponsored by QVC.
Check out this hype from the press release:
With the retailer’s reputable position in the fashion industry, Robertson has become a relatable style authority and is set to join returning judge Isaac Mizrahi, “Mad Men” actress Elisabeth Moss and former Project Runway winner Mondo Guerra. The contestant who wins the QVC challenge will have a look inspired by their design sold through the multimedia retailer following the episode.
“Given the notable fashion and accessories brands QVC offers, they were a natural fit to sponsor this season’s Accessory Wall and host a challenge,” said Meryl Poster, executive producer of “Project Runway All Stars.” “QVC also works with a range of design and style experts, including the series’ judge Isaac Mizrahi, making it well respected in the industry.”
The third season of “Project Runway All Stars” is scheduled to air on Lifetime beginning Thursday, Oct. 24.