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Alaska behind new ad-funded Sky Living fashion series

Alaska behind new ad-funded Sky Living fashion series
Staff Reporter
11 September 2012

Sky Living is launching new fashion series Show Me Your Wardrobe, produced by indie Alaska with funding from make-up brand Collection.

The deal behind the show was brokered by Sky Media, Krempelwood, Mosquito Digital and Alaska. Show Me Your Wardrobe will air on the channel this autumn.

Sky Living is ramping up its fashion credentials, with Show Me Your Wardrobe following on from Styled to Rock and Britain and Ireland’s Next Top Model.

Show Me Your Wardrobe started life as a blog by fashion photographer Jackie Dixon (pictured), showcasing what fashion insiders were wearing. Dixon and model/designer Zara Martin have teamed up for the TV show.
Cameras will look into the wardrobes of some of the world’s most well-known faces. Each episode will focus on two famous wardrobes. Dixon and Martin will find out how their ‘date dress’ reflects their feelings on love and body shape, their ‘can’t throw out item’ reveals stories from the past, and their  ‘most expensive’ item sheds light on the indulgences of the rich and famous.
They will also pick five items per star, from ‘show me your biggest bargain’ and ‘show me your worst faux pas’ to ‘show me your sexiest…’. These items will be modelled by the celebrities, before showing viewers how to get the A-list look at high street prices, accompanied with Collection’s new work the colour cosmetic range.
Antonia Hurford-Jones, acting director of Sky Living said: “Jackie and Zara are really well respected and admired in the fashion world and it’s great to be welcoming them to the channel.”

Alaska was set up by Chris Fouracre, Paul Sommers and Ian Lamarra in 2011. It makes The Jo Whiley Music Show for Sky Arts and was behind No County for Old Men for the History Channel and Make Me Happy: a Monkey’s Search for Happiness for BBC Four. It is currently in production on The Gangs That Ran Britain, presented by Gary and Martin Kemp for the Crime and Investigation channel.

Alaska’s Ian Lamarra said: “Alaska’s commitment to building shows around talent has grown to putting new presenting faces on screen, which for us is hugely important. We put a lot of time, resources and support into pushing new talent through and I’m so glad that Sky Living has supported this, I am excited to see the results. Show Me Your Wardrobe can become a brand that will grow and grow.”
It’s the first time that the Collection beauty brand has funded a TV show. It will be showcasing the partnership in-store on headers and stand graphics through 795 Boots sites nationwide.

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