California Apparel News

“Project Runway 2” is coming to town, and the show is on the hunt (again) for the next big thing in fashion, thanks to the success of last season’s debut.

Produced by Miramax Television (creator of the Emmy-nominated reality series “Project Greenlight”) and Bravo, the show gives viewers a behind-the-scenes glimpse at the ins and outs of fashion design.

Judging by the critical success and record ratings of “Project Runway”—the show’s viewership grew by 486 percent from its debut to its finale, and its finale made Bravo the most-watched cable network—viewers liked what they saw. As Bravo orders a second season to air later this year, the network is betting viewers will take a second serving.

“The show succeeded because it showed talented people working overtime at their passion—designing,” said Shari Levine, vice president and executive producer for Bravo. “The challenges were fun, different and reflective of the reality of making it in the fashion world.”

A parade of guest judges kept company with host Heidi Klum and resident judges Michael Kors and Nina Garcia of Elle in the front row each week. Guest judges were “experienced, knowledgeable people who bring an expertise that reflects the nuance of the particular challenge they were asked to judge,” Levine said. Klum will return to host the second season.

From unconventional design competitions (couture from the produce aisle) to infighting and much navel-gazing, the 12 contestants were subjected to a pressure-cooker environment that made for some great designs and even better television.

The pre-show

Last season, judges and producers culled a cast from applicants at four open calls held in Los Angeles, Chicago, New York and Miami.

“This season, we’re sticking to the four-city search,” Levine revealed. “Last time, we did better with the cities that were last in our lineup [New York and Miami]. We think it took a bit of time for the word to get out.”

This season, cast members from the first season, including Parsons School of Design Dean Tim Gunn, will judge the open calls. The team will visit Los Angeles (April 16–17), Houston (April 23), New York (April 25–27) and Miami (April 29–30) in search of the new cast. Visit the show’s Web site, www.bravotv.com/project_runway, for more details.

As they did last season, the producers will invite select local designers and retailers to participate in the open-call judging. (Los Angeles designer Sue Wong was a judge for the Los Angeles auditions last season.) When choosing open-call judges, producers look for “professionals; either a designer or critic or someone in the fashion business who knows how to evaluate emerging talent,” Levine said.

The open-call criteria for prospective designers set the stage for what’s to come. This season, as in the last, designers are asked to bring three articles of clothing of their design as well as a leave-behind portfolio. Beyond the quality of their work, the designers’ personalities are up for scrutiny.

“We’re looking for designers who have the creative chops to handle a variety of style challenges and, ultimately, [are] able to create a professional line that deserves to be shown at a full fashion event,” Levine said.

We who are about to design

The original 10-episode season was shot over three weeks in New York, with Parsons School of Design acting as home base for the crop of designers. Challenges were filmed every couple days, with one contestant eliminated per challenge. The original 12 were whittled down to three, who each showed a collection at Olympus Fashion Week in February.

Winner and viewer favorite Jay McCarroll of Dallas, Pa., summed up the experience as “surreal.”

“We were highly guarded—basically we had no life outside of work. It was ’all work, no play.’ Plus, you’re living and working with strangers who you’re supposed to be competing against,” he said. “When we weren’t working, we were drinking—which was counterproductive. And the whole time you’re worried that the show is going to be cheesy. But I was pleasantly surprised.”

The concept is similar to MTV’s “The Real World,” Levine said. “Cameras are everywhere, 24/7.”

Clever editing gave viewers an idea of the creative process with minimal footage of the requisite hours of draping, pinning and sewing. Instead, the show focused on the cast’s interpersonal relationships, the drama of creativity gone frazzled and the sometimes scathing (sometimes surprising) judging of each challenge.

Contestants sometimes ran the risk of having good design trumped by good television. “The decision [of who gets voted off] is usually based on the judges’ evaluations. In the event of a close call, or tie, the show’s producers become a part of the discussion,” Levine conceded.

But the cast remained steadfastly motivated. The potential prize for their angst: $100,000 in seed money, a spread in Elle magazine and a mentorship with the Banana Republic design team. And fame—not a bad friend to have when trying to make it in the fashion game.

Los Angeles–based designer Daniel Franco, the first contestant to be voted off, vouched for the show’s buzz factor. “Even though I didn’t get the chance to show people what I can do, it put me on the radar and gave me a great sense of momentum,” he said. That motivation materialized in a well-received fashion show held in Los Angeles shortly after Los Angeles Fashion Week.

Other television networks are scrambling to jump on the fashion–reality TV bandwagon. CBS is set to air “The Cut,” featuring Tommy Hilfiger in search of “the great American designer.”

Still, as anticipation grows for “Project Runway 2,” some key ingredients to the show have not been revealed. Yet to be announced are the prize package, the sponsors and the names of the guest judges.

Jay’s Advice

Jay McCarroll, the 29-year-old winner of “Project Runway” from Dallas, Pa., is basking in the glow of his win. Here, he gives some tips to the future cast of “Project Runway 2” and talks about his much-coveted prize:

First, don’t try to be Jay. It’s impossible. There’s just one.

Be yourself. The judges aren’t looking for someone whose work looks like another designer’s. They’re looking for interesting people with a unique point of view.

Figure out who you are before you go on TV. The last thing you want to do is try to get to know yourself on national television.

Be prepared for the stress. Seriously.

Any plans yet for your prize money?

I’d love to use the money to start the ball rolling on my line. It’s not a huge line, but ideally I’d like to create a product that investors with millions of dollars would want to get behind. I think of the prize money as the appetizer to get to the main course. Hopefully, it’ll open some doors for me. Right now, I’m working to develop a great business plan to show potential investors that I’m good businessperson.Have you taken advantage of your access to the Banana Republic design team?

Yes! They are so great—just so supportive, so full of information. They have so much to offer. They’ve really delivered.