Wednesday, February 15, 2017
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As part Lifetime’s new brand mission to celebrate “The Power of Possibility,” the network is launching a multi-platform effort to bring fashion week to millions of women across the country. Components of the effort include new original content on broadcast and, digital and social platfroms, in addition to an on-the-ground two-day celebration at Milk with a provocative photo exhibit, Behind the Seams, and performance featuring Timbaland.
“Lifetime has been a fixture of NYFW with Project Runway for nearly a decade. Now, with new efforts to expand our presence in fashion, Lifetime’s Behind the Seams seeks to highlight the unsung heroes who help some of fashion’s elite bring their art to life on the catwalk,” said Amanda Hill, CMO of A+E Networks.
AT FASHION WEEK
Lifetime will host a photography exhibit, Behind the Seams, at Milk Gallery open to the public on February 16 from 12pm-6pm. Photographed by New York-based photographer and director Christelle de Castro, the project celebrates the industry’s unseen craftswomen who inspire and support the biggest names in fashion. The striking photo series spotlights the cadre of unsung heroes of NYFW: the cobblers, seamstresses, set designers, muses and the security guards, among others, whose drive and expertise power American fashion's most important gathering.
The women featured in the exhibit include:
· Elisa Ferri - Manicurist
· Tziporah Salamon – Model and Fashion Icon
· Tracey Claudette - Security Guard
· Jasmine Amandla - Menswear Designer
· Nicole Saldana - Designer
· Maria Del Greco - Tailor
· Genevieve Dinouart - Pattern Maker and Draper
· Tiffany Patton - Makeup Artist
· Janneth Loja - Cobbler
· Anna Karlin – Set, Product, Furniture and Jewelry Designer
Highlighting the intersection of fashion and music, Milk JamRoom will also host a special performance session featuring the new musical talent from Lifetime’s The Pop Game on February 16. With a special appearance by music icon Timbaland, the five artists featured in the series will each perform an original song from the show. The Pop Game debuts on February 21 at 10pm ET/PT on Lifetime.
ON LIFETIME AIR AND DIGITAL PLATFORMS
Throughout NYFW, Lifetime will feature fashion-themed video content on-air and online on mylifetime.com. The site will also feature exclusive new content showcasing the world of fashion. To top it off, fashion takes over social media on Lifetime with curated partnerships, memorable fashion moments and inspirational quotes.
ABOUT CHRISTELLE DE CASTRO
De Castro is renowned for her iconic images of musicians and designers and their muses. Her love of portraiture and devotion to feminism and social justice sews a common thread throughout her personal and commercial work. Her photographs are uniquely intimate and her films are empowering and wildly playful. De Castro's work has been exhibited at The Showroom NYC, Company Gallery (formerly Capricious), The Museum of Art & Design, and The Filipino American Museum. Behind the Seams is de Castro's second New York City solo show. Her work has been published in V Magazine, i-D, Wonderland, The Fader, Nylon, and many of fashion’s most daring outlets.
Milk stands at the crossroads of the fashion, music, photographer and film worlds. A creative, content and media company based out of New York and Los Angeles, Milk spans contemporary culture and is a hub for nurturing creativity and supporting partnerships with some of the industry’s most visionary talent and innovative brands.
Lifetime is a premier entertainment destination for women dedicated to offering the highest quality original programming spanning scripted series, non-fiction series and movies. The critically acclaimed UnREAL, Project Runway, Dance Moms, Bring It!, The Rap Game and Little Women franchises anchor the network’s programming, in addition to its over 25 original movies annually that continue to define the TV movie genre. In 2015, Lifetime launched Broad Focus, a major global initiative dedicated to supporting and hiring female directors, writers and producers to make its content which totals over 450 original hours. Lifetime’s Fempire positions the network as a curator of feminist content and conversations, as well as a place where women connect, learn and are entertained. Lifetime Television®, LMN®, Lifetime Real Women® and Lifetime Digital™ are part of Lifetime Entertainment Services, LLC, a subsidiary of A+E Networks. A+E Networks is a joint venture of the Disney-ABC Television Group and Hearst Corporation.