SJP on Project Runway

Last week’s episode of Project Runway featured a challenge where designers had to create a two-piece look for the new line of a very special fashion conscious celeb --- Sarah Jessica Parker! It was such a good idea all around – the show got to feature Sarah Jessica Parker, a New York City fashion goddess ever since Carrie Bradshaw hit the scene; and SJP was able to spread awareness about her new clothing line, Bitten.

The show allowed Sarah Jessica a platform to announce her line, and also include the fact that is being sold at Steve & Barry’s stores, therefore helping communicate that this is going to be an affordable line for everyday women. SJP came across as very intelligent and having great fashion sense, and through her comments seemed very concerned in making sure all the pieces in her collection can be worn by women of different shapes and sizes – and still be flattering.

The challenge had designers (who by the way were extremely excited to see SJP come into their workroom) create a two-piece look for Bitten, but the catch was that the entire outfit had to retail for under $40, making their budget $15! This was incredible in that I’m sure most viewers thought it would be impossible to create such an outfit, but also told viewers that this line really was going to be affordable, and SJP was looking to follow the mantra of her brand, “Fashion is not a luxury.”

The winning design is currently being sold at Steve & Barry locations, and an indication that the product integration worked – my friends and I headed over to the store yesterday to check out her collection. I got a shirt.

BANG IT!

So kudos to SJP and Project Runway for a job well done. This integration was relevant and interesting, and that’s why it worked.