The series will be broadcast in several countries, airing on Channel 4 in the UK from late-September after London Fashion Week, which the mobile company sponsors. It will put 20 budding fashion designers, five from each of the UK, France, Italy and Sweden, in a house together in Rome for six weeks.
The deal, brokered by MediaCom, is understood to be one of the most ambitious advertiser-funded programming initiatives to date.
Cameras will show designers creating an original piece every week. At the end of each week viewers from each country will vote to evict one of their designers from the Fashion House; eventually, a celebrity panel will select the best new designer in Europe.
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