If you have been paying attention at all lately you are sure to have seen a Project Runway casting call roll before your eyes, even here. The other day we started to see some excitement building around casting for Bravo’s: The Fashion Show. Being the questioning darlings we are, we thought we would reach out to a few of our designers who were on the show to see what their experience was. It’s hard enough being out there on your own as an independent designer, without taking time off to be on TV. A few nagging questions keep us awake at night hoping designers are asking themselves before they commit to one of these shows. Can you afford to take time off -uncompensated- from your brand to try and get on and be on one of these shows? Will an experience like this push you to the next level and help you get more sales? What are you expecting from the experience? If the answer to the last question is exposure, is it the right kind of exposure to help your company and label grow? Weigh your answers carefully, and make the best decision for yourself.
Laura Dawson and Kristin Hassan who have boutiques with us here at Smashing Darling were on the the first season of The Fashion Show, and below they tell us all about it (within reason, there are strict contracts prohibiting participants from spilling the beans). If you have tried out for or been on one of the fashion reality shows, please leave us a comment or email us if you would like to share that experience with the world.
Darlings: What was it like, and would you do it again?
LD: It was the single worst business decision I have ever made in my life, and personally harrowing. What the show was going to be like was misrepresented to me from start to finish. No, I would not do it again.
KH: It’s was everything expected – exhausting, an emotional rollercoaster, etc. Filming lasted all day and night. You’re completely cut off from the world you used to know. They build you a new world and that is your ‘reality’. It’s truly unlike anything I’ve ever experienced – no amount of skill, talent, or (contrary to popular belief) mass hours of watching reality shows could have prepared me for what I walked into.
Knowing what I know now, I would never do something like it again. I entered the show wanting another outlet to expose my talent as a designer and gain recognition for my brand. Everyone is entitled to make a few wrong turns in their lifetime – and for me, this ended up being the wrong way to reach my goals.
I received a lot of slack that I just couldn’t handle it… that I’m a brat for taking this opportunity away from someone else who would have stuck it out for the entire show. I went through all of the auditions and interviews and earned the opportunity to be a part of this show, just like all the other contestants. I was cast because I was a young and talented designer who would look cute on TV. But my priorities are my health, my family, and my business – I had no idea I was entering an environment in which those things would be compromised. It was my opportunity and I did with it what I had to do.
Laura Dawson, Tulip Skirt, $50
Darlings: What did you get out of it, has it helped your label at all?
LD: I got a few people (2) asking for an autograph. And a few people recognizing me (about 3). There was some increased web traffic, but none of it resulted in sales. It did absolutely nothing to help with store buyers wanting the line. There was some press coverage, but not necessarily always in the outlets that reached the right readers for my collection. I already had press coverage before I did this show – in better publications, with better writers, that was more on-topic to fashion, and that was normal, not twisted, factual and that was in a good light for my brand.
KH: As you may know from watching, I made a very vague exit the 2nd episode… so I didn’t get a whole lot of experience from the other designers, hosts, or guest judges. For contractual reasons I can’t say much, but I can say this: The most important thing I got out of the experience was that I learned an extra something about myself. I feel like I was tested – everyone likes to think that they will stand up for their morals and their rights when push comes to shove, but that’s not always the case. Fortunately for me, I passed the test, and my family and I are proud of my decision to exit.
As for help towards my label – ‘The Fashion Show’ has had no significance to the growth of my brand. Maybe it’s a result of my short time on the show, maybe it’s a result of the shows poor ratings, maybe it’s a combination of both. However, my company has grown in numerous ways since I filmed the show – I’m a GenArt Fresh Face designer, sales have increased, and the buzz about KH is growing in Chicago and beyond. But I can truly say that every ounce of that is from my hard work and not that I can attach Bravo to my name.
Kristin Hassan, Ralphie Shirtdress, $146
Darlings: What are the pros and cons of being part of a reality show?
LD: Are there pros?
KH: No comment.
Darlings: Who is it good for? …and who should avoid it like the plague?
LD: It is a good situation for someone who wants television celebrity in a mass market venue. It is good for someone who does not have much experience working in fashion, or does not have open opportunities to be involved in fashion in a sustainable way in the foreseeable future.
If a designer has an existing business with any kind of representation existing, or any kind of existing press it is not helpful and definitely not worth the personal stress which is very deliberately caused in order to get emotional responses out of the people on the show.
KH: It’s good for people with tough skin and for those who so desperately want to be famous, they will do anything. You also have to be able to stand missing your family, friends, technology of every kind, running your business etc. for multiple weeks on end. I’m proud to say that I am neither – desperate or tough skinned. Don’t get me wrong, I can be a ham on camera. But at the end of the day, I’m a normal girl from the Midwest who is trying to run a successful clothing brand. So if you’re anything like me, you’re probably better off plugging away at your current path.
Laura Dawson, Triangle A Frame Dress, $90
Darlings: Can you give us a little sliver of what it was like behind the scenes? Did they edit things to make them seem more dramatic?
LD: No, I cannot talk about any specifics of what happened behind the scenes. If I do, the legal team from the production company or the network will begin a lawsuit that will be dragged out to infinity with the express intent of bankrupting me. All I can really say is that the editing is appalling and that the term “Reality Television” is an oxymoron.
KH: Contractually, we aren’t allowed to discuss behind the scenes info – if it didn’t air in an episode, it didn’t happen. But this question is best answered with common sense – it was a ‘reality’ show on Bravo. One has to speculate that footage was edited to provide the best experience for the Bravo viewer. No one wants to see a bunch of people getting along and working nicely. They want drama! And when you have that many creative personalities in one room, combined with the stress of the situation, it’s just a matter of keeping the cameras rolling until you get your desired results.
Kristin Hassan, Vita Wrap Dress, $145
Darlings: Can you tell us and our community one thing (good only) we might not already know about Isaac Mizrahi?
LD: He likes my socks and narrow necklines. 
KH: No comment.
