The magazine Vogue is producing an online-only reality series that follows “three models as they navigate casting calls, catwalks and airports for fashion weeks in New York, London, Milan and Paris,” The Wall Street Journal reports.
A total of 12 eight-minute episodes of Model.Live will air on vogue.tv, and will also appear elsewhere online, such as Hulu. They will be product placement and sponsorship-heavy, as Express “paid in the ‘low seven figures’ to be the show’s lead sponsor,” and while “the European and American offices of IMG Models will be furnished with closets of Express clothes, … the models won’t be required to wear them, executives say.”
The WSJ says that at a cost of $3 million, or $31,000 a minute, this is “among the biggest-budget Web-TV projects to date. By contrast, marketers spent an average of $4,500 for an online video in 2007, according to Forrester Research.”
Having cameras follow the models in their real lives may result in footage that , and IMG’s Russel Quy said flatly, “Obviously we are going to censor stuff. We don’t want to embarrass anybody.” But IMG’s David Cunningham, who will appear on the show, said of controversial issues, “I think we should meet them head-on. We want this to be a real show.”