RUNWAY TO REALITY: Lord & Taylor hosts “Project Runway” season 10 winner Dmitry Sholokhov at the Fifth Avenue flagship in New York tonight, where he’ll be signing sketches of his debut dress collection created exclusively for the store. “It’s very Dmitry,” Sholokhov told WWD. “It’s filled with my signature design elements,” which include geometrical cutouts, transparency and lots of sheer. During “Project Runway,” “I was getting an insane amount of e-mail from people asking ‘Where can we get these dresses?’ So we decided to create the highlights of the ‘Project Runway’ collection but so they’re more wearable and saleable.”

Lord & Taylor sponsored season 10 of “Project Runway,” and is sponsoring season 11, which concludes April 25. As part of the grand prize, L&T gave Sholokhov the chance to sell the store. He’s got eight cocktail and evening dresses in the store and the windows, in gold, ivory, blush, teal, classic black in satin crepe, stretch knit and embroidered lace, and priced from $259 to $329. Sholokhov, a graduate of Parsons The New School for Design, has been part of the design teams at J.Mendel, Calvin Klein, Domenico Vacca and The Jones Group. Last week he showed a full day-to-night fall collection in Moscow for distribution in Eastern Europe. “I still have a lot to figure out. I am really, really on my own,” he told WWD. “Fashion is a serious business. I definitely need an investor right now to take it to the next level.”

This story first appeared in the April 4, 2013 issue of WWD. Subscribe Today.