CRAWFORD IS MTV’S SHOPPING POSTER GIRL
NEW YORK — Cindy Crawford, the face of beauty and fashion, will now be the face of home shopping.
Crawford has agreed to represent MTV Networks’ home-shopping programming on MTV, VH-1 and Nick at Nite, the company said Monday.
MTV Networks, a unit of Viacom, will begin testing its shopping programming in August.
Crawford will appear in ad campaigns and on-air promotions and represent the company at TV and retail industry events.
“Cindy will not actually sell the merchandise herself,” said Tom Freston, chairman and chief executive officer of MTV Networks. “She’s going to be like a host. She will introduce some of the shows and segments,” Freston added.
Crawford, who hosts “House of Style,” a popular fashion program on MTV, just celebrated her fifth anniversary with the network.
“She was always our first choice,” said Mark Rosenthal, executive vice president of MTV Networks, who is overseeing the test. “She really transcends all of our networks.”
While Crawford’s contract to represent home shopping is for six months, Freston said, “If this goes forward, we’re going to be launching a round-the-clock shopping network and both of us have an option to work together.”