How Project Runway Changed Fashion Reality
Fashion, it’s a term that encompasses so much of a multi-billion dollar industry but until recently was still shrouded in mystery for mainstream TV viewers. However, the veil surrounding the fashion industry came down when Project Runway made its debut in 2004. For many, fashion was only visible via retail outlets through clothes on a rack, elite and exclusive circles, at world class shows, swanky TV specials, and high end magazines.
So little was known about designers, marketing teams, and creative houses filled with interns, seamstresses, buyers, manufacturers, sales teams, etc. Much of what goes into making a single garment was never so publicly available to those interested in fashion or someone looking at a career in in the industry.
Building Brand Reality
When reality television exploded in early 2001, a new form of brand awareness became mainstream. The age of individual branding was born. Reality shows like Survivor, American Idol, and The Amazing Race were huge hits that made stars out of ordinary people like you and me. And there’s no doubt that American Idol turned some of its stars into name brands with huge value and marketability. Carrie Underwood, Kelly Clarkson, Daughtry, and the list continues with new Idols like Scotty McCreery.
Sure you could argue that the fashion industry was well into reality before the genre really took off with shows like Top Model and America’s Next Top Model. But it was the debut of Project Runway in 2004 that started to breathe momentum into fashion reality television and give it the boost it really needed, not to mention both established and amateur designers and all involved who toiled behind the scenes.
Risky Growing Pains
The first season of Project Runway pitted aspiring designers against each other in competition to win a coveted slot for New York Fashion Week. The concept behind Project Runway was instrumental in raising awareness on the back-of-house inner workings of creating a fashion line. More importantly, the concept of pushing young designers out of their comfort zones was incredibly risky. It was like taking a jazz singer and asking them to rap with style. Throw in huge fashion names with a pool of amateurs and it was even more risky for those who already had name brands.
Hosted by the enigmatic Heidi Klum, a world class supermodel and veteran of the fashion industry, with fashion consultant Timm Gunn on board and judged by such credible names as Marie Claire fashion director Nina Garcia and designer Michael Kors, Project Runway struggled in its first season. And rightfully so since the concept was foreign to mainstream reality viewers and the winners were actually chosen on merit and creativity. And you can thank Tim Gunn and Project Runway for normalizing the phrase, “Make it work.”
Affordable Accessibility
As the seasons progressed, Project Runway lured fans from other genres and mediums into the fashion world through such stars and guest judges as Sarah Jessica Parker, Victoria Beckham, Christina Aguilera, Tiki Barber, Sasha Cohen, Debra Messing, Nicole Richie, Lauren Hutton, Molly Sims, Natalie Portman, Sandra Bernhard, Apolo Anton Ohno, Brooke Shields, RuPaul, and LL Cool J. And like Klum’s catch phrase, “In fashion, one day you’re in, and the next you’re out”, the stars, guests judges, designers and brands were in and out of Project Runway each season.
Competition aside, Project Runway was the wake-up call that the fashion world needed. Although the majority of contestants entered the show with proven design experience, the talent pool was diverse, as it should be when trying to win a full collection at New York Fashion Week.
Entertainment vs. Advertainment
Where Project Runway truly reshaped reality and made a huge impact was in the show’s built-in marketing of already established brands through such corporate names as Deborah Lloyd, Head Designer at Banana Republic, Anne Slowey, Fashion News Director at ELLE, and Joanna Coles, Editor in Chief of Marie Claire (currently on Project Runway All Stars) to only name a very few. I mean, Project Runway even gave the Ringling Brothers and Barnum & Bailey Circus brand a boost in Season 7 and later huge companies like The Wall Street Journal through guest judge and fashion writer Teri Agins. When you have an episode titled “What Is ELLE?” and challenges based around garments for Macy’s, Inc., you certainly don’t need commercials. You could even say that Project Runway was a driving force in ushering in the age of “advertainment.”
Of course, that’s not to mention all of the world’s top designers as name brands who appeared on the show to give Project Runway even more credibility, including Vera Wang, Bob Mackie, Diane von Furstenberg, Tommy Hilfiger, Vivienne Tam, Zac Posen to name only a few.
A Reality All Star
Now in Season 9 with an All Stars edition on Lifetime, having already spawned a slew of copycats, Project Runway is still leading the charge with its design talent. Christian Siriano, the most successful designer to date, currently has a collaboration with Payless Shoesource along with an entire internationally launched collection that is still buzzing in the fashion world.
Although Project Runway had its fair share of ups and downs throughout the seasons, the show still has staying power in the world of fashion reality and the fashion world itself.
