Fashion reality skein will bow on Diva Universal

Upcoming NBC reality skein “Fashion Star” will launch on Diva Universal across 20 countries in Asia this spring after the show’s March 13 stateside bow, Universal Networks Intl. and Electus Intl. announced Tuesday.

Hosted and exec produced by celebrity model Elle Macpherson, the show follows 14 designers as they battle to sell their line in Macy’s, H&M and Saks Fifth Avenue. Jessica Simpson, Nicole Richie and John Varvatos will appear on the show as celebrity mentors.

“With this new series, audiences will finally have the opportunity not only to watch, but to actively participate in building the world’s next major fashion brand, and we are excited to be premiering this compelling show across Asia with Diva Universal,” said Electus Intl. prexy John Pollak.

Buyers from the three retailers will bid for contestants’ custom designs each week with the winning design available in U.S. retail outlets and online the following day. Contestants will be given design and business related challenges to determine who will win an exclusive contract with the three retailers.

“‘Fashion Star’ will greatly appeal to Diva Universal’s female audience with its fresh format and high entertainment value,” said David Gunson, Universal Networks Intl. VP of channels, South East Asia.

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