Rihanna will be producing and appearing in an original and hugely ambitious new fashion project for Sky Living HD.
Sky Living HD has commissioned Twenty Twenty to produce the show which features Rihanna in her debut role as a TV executive.
Synonymous with cutting-edge style, the ‘We Found Love’ singer is searching Britain for the next generation of raw, undiscovered designer talent and has hand-picked Girls Aloud star Nicola Roberts to head up the challenge for her.
The show is at the heart of Sky Living’s 2012 programming schedule which will feature a raft of fantastic new British commissions.
In this brand new TV format Rihanna takes on her first role as Executive Producer working predominantly behind the scenes, although she will also appear in front of the camera.
The show will celebrate the extraordinary talent and creativity in the British fashion scene. With Rihanna, a fashion icon herself, and Nicola, who created her own Dainty Doll make-up range, at the helm, the show will recognise the increasing influence popstars have on mainstream trends.
Rihanna will work closely with Twenty Twenty’s senior editorial team including CEO Tim Carter and executive producers Ana De Moraes and Daniel Marlowe.
With her world-class reputation and passion for style, Rihanna is perfectly placed to find an aspiring designer worthy of the chance to break into the hugely competitive world of fashion. Tasking Nicola with fronting the search, Rihanna will be heavily responsible for casting, and will be involved in editing post production.
Rihanna – who has sold 20 million albums – will also be hands on as the programme showcases Britain’s most promising fashion designers. Over ten weeks the unknown designers will be challenged by Rihanna and Nicola to create outfits for a string of musicians and celebrities.
The final challenge and ultimate task for the winner will be to design a unique stage outfit for Rihanna’s Wireless performance in Hyde Park in July 2012. The chance to dress one of the world’s most famous women for an event that will attract worldwide coverage is the perfect springboard for the aspiring designer’s future fashion career.
The series is part of Sky’s commitment to increase its investment in original British content by 50 percent over the next three years. The show is integral to Director of Sky Living Jane Johnson’s strategy to attract the biggest talent to the channel. The series will premiere in summer 2012.
Executive Producer, Rihanna said: “I’ve always had a great love of fashion. It’s a constant source of
inspiration in my life, and is a big reason why I’ve grown into the person and artist I am today. I have been very fortunate to work with some truly amazing designers and stylists throughout my career, and they have been instrumental in making sure my creative vision reaches the stage. I am excited to follow the journey of our aspiring contestants and see how their individuality influences their efforts during the course of the show.”
Nicola Roberts said: “I am so excited to be working with Rihanna on finding a new British up and coming designer. I was so flattered when she asked me to work with her on this show. I’m so excited for us to get started on finding a new up and coming British designer who just needs a chance, a little bit of help in getting their skills noticed.”
“There are talented people, undiscovered because they don’t have the means or their circumstances are too far away from the fashion world. This show is here to discover those people and give them a shot. I’m looking for someone who can think outside the box while using their imagination, someone who isn’t going to give up at the first hurdle and ultimately someone who can’t be undiscovered anymore.”
“I love both Rihanna’s music and her style. I love that she isn’t afraid to try new things. Her style is personal and that’s something I’m a fan of. You can see a genuine love for fashion in her. She is definitely one of my style icons.”
Jane Johnson, Director of Sky Living, commented: “I am thrilled that Sky Living is working with Rihanna on her first ever TV project. She is a great talent with a huge international following and a brilliant and individual fashion sense. The Sky Living audience love her, she is full of ideas and enthusiasm for the show and is committed to giving a fresh and undiscovered talent a huge opportunity. We’re looking forward to her bringing something new and very special to the channel.”
Tim Carter, CEO,Twenty Twenty also commented: “This is a genuine, and therefore hugely exciting, creative partnership. Rihanna brings ideas, passion and vision to this project. We can’t wait to collaborate with her.”
Alongside Rihanna, the series will be Executive Produced by Sadia Butt from Sky and Ana De Moraes from Twenty Twenty.
The series was commissioned by Sadia Butt, Commissioning Editor, Sky Entertainment. The series will TX on Sky Living HD in summer 2012.