Twenty Twenty to make Sky Living fashion series with Rihanna

Singer Rihanna is producing and appearing in a new fashion designer talent show for Sky Living, to be produced by Twenty Twenty.

The We Found Love singer is searching Britain for the next generation of undiscovered designer talent and will work with Girls Aloud star Nicola Roberts as the show’s co-host.  Over ten weeks a number of unknown designers will be challenged by Rihanna and Roberts 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 show, commissioned by Sadia Butt, commissioning editor, Sky Entertainment, is part of director of Sky Living Jane Johnson’s strategy to attract talent to the channel.  2012 sees a raft of new British shows on Sky Living, with Rihanna’s show airing in the summer.

Rihanna, who has sold 20 million albums, takes on her first role as executive producer, working predominantly behind the scenes, although she will also appear in front of the camera. She will work closely with Twenty Twenty’s senior editorial team including ceo Tim Carter and executive producers Ana De Moraes and Daniel Marlowe.

Rihanna will be heavily responsible for casting and will be involved in editing post production.

Hosted by Rihanna and Nicola, who created her own Dainty Doll make-up range, the show will recognise the increasing influence popstars have on mainstream trends.

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."

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."

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.”

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.”

Alongside Rihanna, the series will be executive produced by Sadia Butt from Sky and Ana De Moraes from Twenty Twenty.