Description

An interactive, high stakes, cut-cloth fashion competition series that embraces fashion made for the masses, meant to be played in, worked in, and designed to look like a million bucks – without having to spend it.

Logline: 12 fashion designers create original outfits made for Middle America and modeled by everyday Americans in this arced competition elimination series. The winner will have their own signature fashion line go on sale at a major retailer.

We’re challenging up-and-coming fashion designers to create a wide range of clothes from bathing suits made for the Redneck Rivera to hot outfits meant for the Country Music Awards red carpet. These are clothes designed for those who do things with their hands and live boldly with passion and purpose. These fashions are for the people who like to get dressed for an outdoor concert, a weekend at the ranch, or a stop at their favorite cash only bar just off the interstate. This arced fashion series embraces creativity, mixing different cultural influences to create designed that are stylish, sexy, and accessible to the everyday American.

Over the course of a season, a crew of designers is each teamed with their own “model” – a likeable, attractive upbeat girl next door. These women work at auto part stores, in bars and shopping malls. They are ordinary Americans who will go out of their comfort zone and transform into something extraordinary over the course of the season. Each episode, the designers will compete in a ticking-clock design challenge for an aspirational and attainable look aimed at middle America. Western wear is the foundation, but it will be mixed with influences and styles from across the country and the world to create unique fashion forward outfits. The designers will be assessed by a panel of judges on their final designs, and one contestant and one ‘model’ will be eliminated from the competition each episode. America will be able to purchase the winning design INSTANTLY after each episode in DRESSING AMERICA’s online clothing store.

Additional Comments

Retail and Brand Integrations The Store: Dressing America not only showcases the best in American fashion, the series also makes the aspirational designs immediately accessible to its audience. By partnering with a global retailer to create a Dressing America capsule collection, the retailer organically capitalizes on the show's audience, and the show's audience can move seamlessly from seeing the winning design on their televisions to seeing the winning design in their own closets. The Talent: We provide the opportunity to incorporate talent from our branded partner companies as judges, guests, or inspirational leaders throughout the series. These success stories from preeminent professionals from our branded partners within the lifestyle world elevate the brands they represent, while also moving the story forward by providing invaluable motivation and expertise to the contestants within the competition. Branded Category Opportunities

• Retail: A retail partner to bring the winning designs straight to consumers
• Hair and Makeup: The models showcasing the designs (and the contestants and talent themselves) partner with a beauty brand to look and feel their best.
• Food and Beverage: When contestants are working hard against the clock, they need only the best to fuel their creativity.
• Technology: Tablets, phones, apps, and more are vital to organizing their designers' creative vision
• Financial Partnerships: A financial partner for purchases made within the series, and purchases of winning designs
• Automotive: As contestants, models, and talent travel across the country, they'll need to ride in style