Fashion TV

Fashion is one of the few artistic disciplines that have successfully managed to permeate through several mediums of communication and entertainment. Much like photography or art, fashion can be seen on the street, in print and more recently, online. Not only does this say something about fashion and how incredibly versatile it can be, it also says something about our society and how we utilize fashion as a daily component of our lives. Thus, it was only a matter of time until fashion, being the prevalent force that it is, took over one of the most popular and most effective mediums of communication in our society: tv.

While television might not be the same influential piece of technology as it once was, it still is relevant. And much like fashion, the one thing that has made television relevant is that it has managed to adapt to the ever-changing landscape of entertainment: It has evolved from a simple machine into a technological advancement, able to cater to the many needs of its user(s), sometimes simultaneously, all with the push of a button, making it a staple in most American households.

While the idea behind fashion and entertainment isn't new, the way it's been presented to the average viewer is. At first, it was subtle, discreet, even. Fashion was introduced mainly as a tool, an extra, for reality makeover shows. It would be a mere sidekick to segments on daytime shows, telling their viewers what to wear or more importantly, what not to wear. It was nothing more than a lighthearted, albeit silly, diversion. (One could even argue that fashion was a character in such hit shows like Sex and the City and Mad Men.) It didn't take long, however, until fashion took center stage, and quite literally.

Project Runway is undoubtedly the first commercially successful show to ever showcase fashion design on screen. It delved into the world of aspiring artists who wanted nothing more than to be the next great American fashion designer. With challenges ranging from the ingenious and unconventional (in one episode contestants were forced to use materials typically not used in clothing, i.e. corn husks), to the more experimental (contestants were asked to design avant-garde looks), to the more pragmatic and business-minded (contestants were challenged to design garments under a specific budget), Project Runway was able to show audiences all over what it takes to actually make a garment, from concept to catwalk. More often than not, designers were able to show exquisite pieces that made audiences tune in week after week. The show also attracted several notable names in the industry like Cynthia Rowley, Rachel Roy, Tommy Hilfiger, Chris Benz, not to mention former judge Michael Kors, and current judge Zac Posen.

What's more, it brought up something to the table: Fashion can be profitable. Over the course of its 10 season run (the show is currently on its 11th season), the show garnered a total of 3.1 million viewers during its 9th season, surpassing 4 million during its 8th season and averaging 3 million viewers every week. (While the show was suspended after a legal battle and a network switch, it premiered on a new network with a more than expected ratings.)

In fact, networks saw the business and profit so much in fashion-themed shows that more and more started to pop up. Another notable show is Fashion Star, which recently premiered its second season. The show itself is in a different format than its predecessors. While Project Runway focused more on the creative process, Fashion Star took it one step further and added retail and commerce in the mix. The show has three buyers, each representing a different tier in the market (Express, Macy's, and Saks Fifth Avenue). They would essentially bid on a garment from each designer (while also having the option of "No Offer") and should they be the highest bidder, the chosen garment would be in their store the very next day, and sometimes, right after the show. The show fed on the consumer's need for instant gratification, and it showed through the store's sell-through numbers, most reporting that each style that was bought was sold out that same day.

Fashion's move to television was driven by part business, part logic, and part good old-fashioned common sense. Not only do fashion and entertainment go hand-in-hand, judging by the numbers, people are welcoming it. There's a definite need for it and it has grown so much that it needed its own category. While the fashion tv show formula hasn't quite been perfected yet, at the end of the day, it's not really a question of whether fashion will stay on tv but more of a question of where fashion will go next. I guess we'll all just have to stay tuned...