People's Revolution is working with Magical Elves, original producers of Project Runway, for the show. The production team has not yet announced a network, but “there's been a great interest in the show,” said Cutrone, who serves as an executive producer along with the "Elves," Dan Cutforth and Jane Lipsitz.
The new show will follow the agency as it tries to get clients into top-tier publications, tracking phone calls, written materials, look books, meetings, and photo shoots. It'll also play out the drama associated with producing fashion shows and working with celebrities.
“It's visually very stimulating... coupled with the intense hours we go through and some of the perceived crises that happen within the fashion industry, whether it be something being held up at customs… in the middle of the night, to trying to find double-sided tape at three in the morning for a dress for a fashion show," Cutrone said.
This isn't the first time that Cutrone will be on reality TV, though. Stars of MTV's The Hills, Whitney Port and intern Lauren Conrad, are working for her on the current and previous season of the show. And Cutrone will have an extended role on Hills' new spin-off, The City, as adviser to Port who landed an internal PR position at Diane von Furstenberg.
Cutrone said she's looking to provide an “opportunity on TV for young women to see women in power” but also to expand her agency's own brand.
“I want to make People's Revolution a global brand,” she said. “We are looking for ways to increase distribution networks and monetize networks for ourselves and clients as well… It's a new form of communication and a new way of highlighting and showcasing talent from a label and roster perspective.”
The New York Post ran a short story on the new show December 4, and today, December 8, a formal announcement went out. The "Elves," working with BNC PR, reached out to Variety and sent out today's press release.