Global’s Project Runway gives brands more virtual catwalk options » Media in Canada

Global’s Project Runway gives brands more virtual catwalk options

The revamped site offers weekly integrated video content, Q&A profiles and fashion recommendations.

Canwest has just launched a new website for Project Runway Canada, which premieres on Global Jan. 27 at 10 pm ET with 14 new eps.

The new site features interviews and pages on all 14 designer hopefuls, an extensive photo gallery and episodic streaming that complements the on-air broadcast. Additional elements include home video submissions and official casting call clips, as well as an update on season one contestants in a special ‘Life After Runway’ segment. ‘The revamped site gives our audience enhanced usability and features like weekly voting,’ Pary Bell, VP content, Canwest Digital Media, tells MiC.

Bell tells MiC that title and retail sponsors have expanded their online presence into the show’s weekly content updates, which will be revealed the day after each episode. Weekly designer blogs will also include the all-new ‘Ask an Expert’ promo for L’Oréal Paris. As part of the new expanded weekly photo galleries, there are also accessory and fashion recommendations courtesy of Winners.

The new site also includes a Sponsors Page that grows with each weekly refresh of the site. The role of existing sponsors will be expanded to include profiles of the official L’Oréal Paris beauty experts, Eric Del Monaco and Eddie Maleterre, through Q&A profiles and integrated video content each week.

Style icon and supermodel Iman returns as host, leading a panel that will judge the talent of 14 promising new designers from across the country. Respected Canadian fashion designer Brian Bailey will once again act as mentor to the designers as they take on weekly fashion challenges.

The winner gets a cover and feature spread in Elle Canada, a professional portfolio photo shoot courtesy of L’Oréal Paris, a ‘Runway to Retail’ business mentorship with Winners and $100,000 to start their own fashion line.

Resident judges Rita Silvan, editor-in-chief of Elle Canada, and Shawn Hewson, creative director of Bustle Clothing, will be joined by celebrity guest judges including actress Elisha Cuthbert, model Coco Rocha and designer Wayne Clark.

The series encores on Slice on Jan. 31 at 9pm and again on Mondays at 10 pm ET.