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LOS ANGELES — JustFab is ready for the small-screen spotlight.
When the online fashion retailer revealed last year it had brought Kimora Lee Simmons on board as president and creative director, it was only a matter of time before a television show featuring Simmons and JustFab was in the works. That show now has a title — its eight, hour-long episodes will be called “Kimora: House of Fab,” a twist on “Kimora: Life in the Fab Lane,” the series that for four seasons followed Simmons’ family life and her previous role as creative director of Baby Phat. The show will premiere Jan. 23 at 9 p.m. on the Style Network.
“Kimora: House of Fab” has been filming at JustFab’s Manhattan Beach, Calif., offices since June, and Simmons and Don Ressler, co-chief executive officer of JustFab’s owner Intelligent Beauty, emphasized it will focus on the company, not Simmons’ personal affairs. “My businesses have evolved a bit. My former life is gone. I have sold all of those companies from my prior life, and my new project is JustFab.com. This is all about fashion and the tech sector, and how I have married fashion to the tech aspect, and that’s a big thing,” said Simmons, who continued, “This is an office environment with more of an ensemble. It is more like ‘The Office’ or ‘Ugly Betty.’ It is a team of people at all times, with lots of coming and going. It is less of my kids and my personal side.”
The cast of the show includes co-ceo Adam Goldenberg, vice president of public relations Kimberly Tobman, senior vice president of marketing Sandra Diaz, senior graphic designer Johnny Anastacio, director of merchandise Lesley Holmes, art director Alyson Wilson and senior marketing manager Lianca Lyons. “No one wants to look like they are, for lack of better words, a crazy person, but there wasn’t anything off limits,” said Ressler, adding, “It is showing the brand in a very professional way.”
“I want this to be educational about what I choose,” said Simmons during an interview via phone from the set of a JustFab commercial, something she noted the Style Network crew would capture. “Yes, I’m quirky, loud and crazy. Yes, my kids are fun, but there is nothing disrespectful. It is done with integrity. There is nothing I can’t look back on when I’m 40 or 50 or that my mom can’t see.”
Ressler and Simmons hope the show will propel JustFab’s brand awareness with the Style Network’s fashion-conscious audience of women aged 18- to 49-years-old. “It is my goal here as president and creative director to turn JustFab into a global lifestyle brand,” said Simmons, who mentioned stores and a dress collection spearheaded by her are possibilities for JustFab.
Ressler asserted JustFab, which has received $109 million in venture capital funding and is on pace to generate more than $100 million in revenues this year, isn’t relying on television on an “ROI type of basis,” but said, “We are certainly happy to continue going forward as long as the series can run. I think they did a great job of really showing what we are doing here.”