Melbourne, Australia – Looking Glass International (LGI), the distribution company specialising in factual programming, announced that it has acquired worldwide distribution rights to the brand new reality series, The Fashion Hero (13 x 60’).
Created and produced by Caroline Bernier of Beauty World Search this inspirational and groundbreaking competition format is an international promotional casting event as well as a television show and series. Redefining beauty for a new generation the format brings together real brands and real people to transform the way beauty is seen in advertising and media.
Caroline Bernier of Beauty World Search
Beauty World Search has produced a launch pilot entitled On the Road to the Fashion Hero, which is slated to debut on syndication networks in the U.S. from 21 March. LGI will introduce the television series and format to buyers at this year’s MIPTV 2015.
Bernier explained, “I’ve been in the Beauty and Fashion Industry for over 25 years, and I’ve come to realise that the Fashion Industry has gone on a marketing craze − dictating what a person should wear and how they should look, alienating a vast majority of the population. I witnessed many injustices and unrealistic expectations in beauty and fashion. I always wondered how nice it would be to see real people, real beauty, represented in those advertising campaigns, instead of airbrushed, photoshopped, unattainable ideals of beauty. I want to give this planet a big self-esteem hug and create something that will give back to our society. This is the reason why I created The Fashion Hero!”
The Fashion Hero
Nha-Uyen Chau, founder and CEO of Looking Glass International added, “We are delighted to join forces with Caroline Bernier and Beauty World Search for what is a truly distinctive concept. We are committed to distributing programmes with strong international appeal and believe that The Fashion Hero fits perfectly with our portfolio of unique, high end and out of the ordinary programming. Both broadcasters and audiences everywhere will be intrigued by this innovative cross media package which has all the qualities of global success”.
Starting with a nation-wide casting call, high profile fashion and beauty brands will choose candidates that will compete to represent their products for a year. To have the chance to be the next Fashion Hero, candidates must register and create their portfolios online, campaign and collect votes through social media, building an audience online and creating a buzz in anticipation of the television series. Brand managers along with online voters will select the finalists with up to 2 final winners per brand.
The Fashion Hero
The Fashion Hero empowers real people to create a new standard of beauty and represent a true reflection of the world we live in. It is a social media movement for television with a positive message and immersive multi-platform experience that will engage, inspire and hopefully change us for the better.
