We TV began the week ramping up its original programming slate, greenlighting a new series and second-season orders for 2013.

New skein “Obsessed With the Dress” banks on the dress shop trend in reality TV and centers on boutique store the Winning Crown, which caters to clients vying for a beauty queen title. Cabler ordered six hourlong episodes of “Dress.” Series is produced by Pie Town Prods. for We TV and is exec produced by Tara Sandler, Jennifer Davidson, Scott Templeton, Russell Heldt, Jennifer Lange and Kate Farrell.

“Kendra on Top” and “L.A. Hair” have been handed second seasons after solid first-season runs. “Kendra” is produced by Prometheus Entertainment and exec produced by Kevin Burns and Suzanne Murch. “L.A. Hair,” from Eyeworks USA, is exec produced by JD Roth, Todd A. Nelson, DJ Nurre, Heidi Dahmen and Suzanne Murch.