ABC and 20th Century Fox are developing “Icon,” a splashy, edgy soap set in the upscale world of fashion, Variety has learned.

The hourlong drama is about an up-and-coming designer whose rising star makes it more difficult to escape his inner demons.

The project in development hails from Conde Nast Entertainment, along with 20th Century Fox TV, landing at Fox as a script order with significant penalty.

“Icon” hails from journalist and writer Anne Marie O’Connor, who will serve as executive producer with Dawn Ostroff, Jon Koa, and Sanaa Hamri, who is also on board to direct the pilot, should it be picked up.

Hamri is well-versed in the splashy word of fashion, being an executive producer and director on Fox’s “Empire,” also hailing from 20th.

O’Connor is the creator of the British comedy series “Trollied,” which aired on Sky 1. She currently has projects in development with ITV in the U.K.

She is represented in the U.K. by Robert Taylor at Artists Partnership, and in the U.S. by CAA. She is managed by Silver Linings Entertainment, and her attorney is Greg Slewett at Bloom Hergott Diemer Rosenthal LaViolette Feldman Schenkman & Goodman.

ABC has been looking for a fashion-centric series, since past development season. Last year, the network was developing fashion biz show “House of Moore,” exec produced by Felicity Huffman, and “Model Woman,” a pilot about Ford Models, starring Andie MacDowell.