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Fashion label tries on reality series

'Skavengers' to target twentysomething, teen demos

Fashion label BCBG is getting into the advertainment biz, agreeing to co-produce a new reality television series called “Skavengers,” along with Limelight Films.

Film producer Peter Gibson, actor Josh Wade and Michael Azria, the son of BCBG founder Max Azria, developed the concept for the series and will serve as the show’s executive producers, along with Limelight’s chairman Kiera Chaplin, granddaughter of silent-screen legend Charlie Chaplin.

“Skavengers,” targeting the twentysomething and teen demos, pits two teams of four people against each other as they compete in a scavenger hunt-like mission while pulling pranks and outlandish stunts along the way.

Series’ missions, the first of which begins lensing later this month, will take place in various cities, including Los Angeles, Miami, Las Vegas and New York.

Actresses Allie and Annie Sorrell will serve as the show’s hosts, and will wear BCBG apparel.

Along for the ride

“We hope to take the audience on a madcap adventure,” Michael Azria said. “The show is set up to shock, amaze and keep the audience wondering what will happen next.”

BCBG is co-financing the project, which is being shopped to cable and broadcast nets, and eventually may also help promote the show through additional advertising.

“My dad and I thought this would be a great way to showcase BCBG,” Azria said.

“Skavengers” is also seeking a number of other consumer brands, including auto and electronics makers, as promotional partners.

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