Ulta Beauty wants to give aspiring models a dose of reality.
The beauty retailer will provide the grand prize on the upcoming reality TV show “The Face,” where models will compete to be the face of Ulta’s fall and holiday 2013 national ad campaigns. Throughout the series, hosted by photographer Nigel Barker, Naomi Campbell, Karolina Kurkova and Coco Rocha will coach 24 up-and-coming models, who will be split into three teams.
“I’m the coach who gives tough love,” said Campbell, who also serves as the show’s executive producer. “I care about all of the girls a great deal and I want them all to be successful, so I give them lots of direction and feedback so that they’re prepared for the real world of modeling. I want them to learn from me and implement it into their work and give it their all.”
Filming is currently under way in New York for “The Face,” which will air in early 2013 on Oxygen.
But Ulta says don’t expect the usual backstabbing and career sabotage rampant on similar show concepts.
“We don’t want to be associated with anything catty,” said Chuck Rubin, president and chief executive officer of Ulta. “The show’s premise of helping someone who wants to be a model and look as best as she can look is what we do everyday. And at the end, they are all going to look and feel better than when the show started.” Rubin said the cast — featuring “some of the best names in the fashion industry” — and the show’s production company Shine America — known for series such as “The Biggest Loser” and “The Office” — prompted Ulta to come onboard.
In addition to being featured in Ulta’s fall and holiday print and online campaigns next year, the winner of “The Face” will make public appearances in Ulta stores, blog about beauty tips and represent Ulta at fashion week next fall.
Rubin, for his part, will not make a cameo on the series, but said a host of Ulta makeup artists and hairstylists will, as they help model hopefuls prep for the various competitions.
With no shortage of reality-based, model competitions on TV at the moment — including “America’s Next Top Model” where Barker was a judge until earlier this year — “The Face” aims to stand apart by presenting competitors with challenges designed to accurately reflect a career as a model, and by dangling a hefty prize: to be the face of a brand.
“We’ve got some of the biggest models in the world mentoring and coaching the competitors,” said Jane Olson, senior vice president, marketing and brand strategy at Oxygen Media. “There’s a sense of realness [to the show],” said Olson. She added that the three coaches bring real life experience as a successful model and brand spokesperson, and the challenges featured on the show are situations that working models actually face. “To be the face of a brand is a really big deal and the supermodel coaches take their roles very seriously,” said Olson. No word on what other fashion icons may appear on the series, but the coaching trio of Campbell, Kurkova and Rocha all walked the runway at Zac Posen’s recent fashion week show. Perhaps Posen will have a role. After all, Campbell started a Twitter account the day of his runway show and has been tweeting about “The Face” ever since, as have fellow coaches Rocha and Kurkova.
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
Sneaker reselling app @goat’s latest exhibit, "The Greatest: New York," tells the story of New York's sneaker culture. To celebrate the exhibit, an intimate crowd gathered on Thursday night at the pop-up gallery space, located at Platform in Culver City, to hear guest speaker and illustrator @esymai talk about her own rise in streetwear and women in the business. "For me I'm just someone who is creative. I like to create things," said Chang. #wwdfashion
Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast