Charlotte, NC—With its announcement that its stores will be the retail partner for the 12th season of “Project Runway,” Belk Inc. plans to bring some of its “Modern. Southern. Style” to the hit reality show not only in the famous accessory wall, but also in the challenges.
During the season, which begins July 18 on Lifetime, a Belk executive will act as a guest judge for the “Modern.Southern.Style” challenge based on the department store’s motto. Then this year’s winning designer will have the opportunity to design and sell an exclusive line at Belk, too.
“Project Runway will provide us the perfect opportunity to extend the Belk brand,” says Kathryn Bufano, Belk’s president/chief merchandising officer. “As the authority on lifestyle and fashion in the South, we are looking forward to adding our perspective to the show. We enjoyed pulling together more than 200 items for Project Runway to use, and we look forward to seeing how the contestants utilize the Belk accessory wall for their runway looks.”
Fan Facebook Contest, Too
During the season, Belk will feature the show at belk.com/projectrunway with information about accessories seen on the show, video clips and featured products based on the winning designs. Belk will also sponsor Facebook-based sweepstakes. Entrants will be eligible to win one of the following: a selection from Belk accessory wall or a trip to New York City to see a taping of Project Runway.
Belk’s Project Runway sweepstakes will open August 8 at facebook.com/belk. The sweepstakes ends at midnight on October 25.
“We’re very pleased to have Belk as our retail partner. The way they carefully curate their collection is a perfect fit for the show not only for our designers and the models on the runway but also for our fashion-conscious viewers at home,” says Meryl Poster, Project Runway executive producer/president of television at The Weinstein Company.