Banana Republic drops Project Runway sponsorship, but Delta, Macy’s, Orbitz and others sign on

Bad news: On the third season of Project Runway, Heidi Klum will have no reason to say the word “banana.” That’s because Banana Republic has dropped off as a sponsor of the show.

Why did they leave? Advertising Age reports that “Banana Republic did not return calls regarding its decision not to re-up, though it’s said the retailer felt it had wrung as much exposure as it could from the first two seasons.”

But don’t expect Bravo’s breakout reality hit to be without product whoring. Despite Banana’s exit, there will be a lot more than last season. “Macy’s, L’Oreal Paris, Saturn, Orbitz, TRESemm, and Delta Air Lines have been named official sponsors” of the show, according to a press release. Elle will also return as a sponsor.

Instead of the “mentorship” with Banana, “Macy’s will award them with a mentorship with I.N.C. International Concepts.” The release also says “Orbitz will be featured on-air … and Delta Air Lines will appear in product integrations on-air,” while the winner gets a 2007 Saturn Sky Roadster.

Bravo, Miramax Television and the Weinstein Company Hit the Runway for New Season of ‘Project Runway’ [Bravo press release]
Banana Republic Leaves ‘Runway’ [Advertising Age]

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about the writer

Andy Dehnart is a journalist who has covered reality television for more than 15 years and created reality blurred in 2000. A member of the Television Critics Association, his writing and criticism about television, culture, and media has appeared on NPR and in Playboy, Buzzfeed, and many other publications. Andy, 36, also directs the journalism program at Stetson University in Florida, where he teaches creative nonfiction and journalism. He has an M.F.A. in nonfiction writing and literature from Bennington College. More about reality blurred and Andy.