QVC will once again join partner with Lifetime’s “Project Runway All Stars” to take part in the fourth season of the design competition series, the home shopping network said Tuesday.
The channel will will sponsor the show’s accessory wall, which designers are able to pull from during each challenge to enhance their designs.
There will also be a special QVC challenge for the contestants, and the season’s grand-prize winner will have the opportunity to create a collection especially for the retailer.
“Last year’s collaboration with Lifetime’s ‘Project Runway All Stars’ proved to be extremely successful in expanding QVC’s brand prominence and exposing a new audience to our shopping community,” said Karen Fonner, QVC’s vice president of content marketing.
“We’re excited to team up with this popular series for a second year and have the opportunity to once again highlight our impressive offerings while reinforcing QVC as a retail destination for the latest fashions,” Fonner said.
This year during the QVC challenge, contestants will have to create a look for the QVC line G.I.L.I., with the top designer winning the opportunity to present a version of their design on QVC.
Following the season finale, the grand-prize winner of “Project Runway All Stars” gets the chance to create a capsule collection for QVC and present their line on air during a live broadcast.
Last year’s champion, Seth Aaron Henderson, found success in his popular collection and has since continued to build his QVC business with his fashion line, SA by Seth Aaron.
“Last year’s contestants loved incorporating QVC’s impressive array of stylish fashion and accessory brands into their looks,” said Lance Still, executive vice president of promotions and integrated marketing at Weinstein Co. “Given last year’s success, we were eager to bring them back this year to equip the contestants with the latest accessories from QVC’s well-known designers and stylists.”
The fourth season of “Project Runway All Stars” will air on Lifetime beginning Oct. 30 at 9 p.m.
QVC plans to promote the program through its various social platforms, as well as on its website and mobile applications. Multimedia content will feature behind-the-scenes footage and information on the designers and challenges. Viewers will also be able to purchase items from the QVC accessory wall, plus pieces inspired by the show’s weekly challenge.
For more information about QVC’s involvement with the series, visit qvc.com/ProjectRunwayAllStars.