Webisodes to Follow Eight Fashion-Forward Hopefuls as They Compete To Win the $10,000 Grand Prize and Career Polishing Pack; Judges Include Christian Siriano and
Erin Lucas
NEW YORK, July 7 /PRNewswire/ — Alize, a premium liqueur imported from France, is pleased to announce the launch of the web-based reality show Concrete + Cashmere, which premieres on July 7th. The first of its kind in the spirits industry, Concrete + Cashmere follows a dynamic group of eight young fashion upstarts as they endeavor to make a name for themselves in the fashion industry. The contestants have made the ultimate pilgrimage to the Mecca of Fashion, New York City, to live under one roof as roommates and competitors, each striving to win the ultimate $10,000 Grand Prize and Career Polishing Pack. A fabulous group of fashion-world personalities, including
Christian Siriano (“Project Runway”),
Erin Lucas (“The City”),
Angel Chang (“The Fashion Show”), Dee & Ricky (fashion designers) and more make up the rotating panel of judges. Each member of the judging panel will critique the diverse cast of dynamic characters as they test their skills and passion to succeed in the competitive world of fashion and to become Alize’s style maven.
Each 10-minute episode of Concrete + Cashmere consists of a challenge infused with the Alize lifestyle: colorful, vibrant and fresh. Cameras will follow contestants every step of the way, with quirky challenges administered by the highly-regarded personalities within the fashion world to critique and inspire the contestants along their journey. The challenges are designed to test all aspects of their fashion prowess: design, style, creativity and overall vision.
“With the launch of Concrete + Cashmere, Alize proves that it’s a trailblazer in the spirits industry by providing original entertainment that brings to life the Alize lifestyle in an innovative and unique way,” says Alize Brand Director
Michelle Murray. “The fusion of Alize with the fashion industry is organic, as the Alize consumer is passionate, creative and loves to display his/her individuality through personal style.”
The webisodes allow Alize to seamlessly communicate the essence of the brand through integration on every level of the show. They are also able to leverage the internet as the burgeoning broadcast medium to create an innovative web series that aligns Alize with fashion-minded, savvy viewers — a key demographic for the brand.
The various challenges include:
Episode 1: The Introduction: The audience is introduced to the unforgettable group of contestants, judges and personalities.
Episode 2: Alize T-shirt Couture: Contestants are asked to design a chic t-shirt that embodies the spirit of the Alize brand using only a simple white t-shirt and a few items found at the local art store.
Erin Lucas (“The City”) and
Angel Chang (“The Fashion Show”) judge the contestants based on creativity, use of materials and overall presentation.
Episode 3: Paint By Curves: Contestants are divided into two teams and asked to paint outfits onto nude models using body paint.
Jeremy Kost (fashion photographer) and
James LaForce (fashion publicist) judge the contestants based on their composure under pressure and overall quality.
Episode 4: New Leaf: Working in conjunction with Bowery Mission, contestants are asked to create a new style for a person getting a second chance in life as they prepare for job interviews. Contestants interact with organization directors and are judged on their ability to pull together a new outfit from the Bowery Mission.
Christian Siriano (“Project Runway”) and
Jeremy Kost judge the cast based on attention to detail and outfit presentation.
Episode 5: Hard Wear: Contestants are asked to create one accessory or series of accessories using items they purchase during a timed visit to the hardware store; they must also incorporate the Alize lifestyle into their renderings. Contestants are judged by Dee & Ricky (fashion designers) on their creativity given limited supplies and for their application of new materials.
Episode 6: Build-a-Brand: Contestants are asked to create their own fashion brand and present it to judges
Amy Gunther (“KCDC Skateboard”) and
Jeremy Kost as if they are potential investors in their new company. They are judged based on their chosen name, target consumer and overall cohesiveness of each presentation.
Episode 7: Music Video: The contestants are challenged to style a music video for recording artist, Anjulie. They are judged by Anjulie and Hawaii Mike (fashion marketing) on their ability to appropriately create an outfit for Anjulie in the 3-hour time-limit and also on their presentation skills.
Episode 8: What Not to Wear: This challenge tests the contestant’s ability to style and design an outfit for the everyday person. Contestants will each be assigned a real-world individual and help him/her find clothes in the areas that they are have difficulty finding on their own (e.g. professional clothes, pants, dresses, etc.). Contestants will be judged by DJ Rashida (“America’s Best Dance Crew”) and
Angel Chang on the level of detail, their understanding of proportions, their ability to style as well as their ability to work with the person assigned to them.
Episode 9: Travel Challenge: In this destination challenge, the remaining contestants fly to Miami to compete in a challenge with Ocean Drive magazine, a leading publication in Miami that focuses on fashion and lifestyle. With a limited budget of $500, each contestant must dress him/herself for Ocean Drive‘s cover party, hosted by Marchesa and fashion icon,
Georgina Chapman. The contestants are judged based on their individual style and ability to incorporate the Miami attitude and style into their look.
Episode 10: Gimme Alize:
Tom Handley (marketing professor) judges the contestants as they style an advertorial photo shoot that incorporates and promotes the Alize brand. Handley judges the contenders based on their ability to work on-set, as well as the effectiveness of their brand integration ideas.
Episode 11: Alize Academy: Contestants are asked to sketch and design the uniforms that will be used on the Alize Academy Tour, explaining why their design best exemplifies the Alize brand. Contestants will be judged by
Angel Chang and
James LaForce on their ability to translate Alize brand messaging through their clothing, as well as their skill in presentation.
Episode 12: Finale: Takes a look back at the work of each of the remaining competitors, and the winner is chosen.
Michelle Murray will present the winner with the Grand Prize.
About the contestants:
Amber Villa: A college student from a small town in northern California; despite her current trip down the road frequently traveled, she has dreams of making it big in the fashion industry as a stylist. Amber loves to sketch and views the world from an artistic vantage point.
Brea Stinson: A Detroit native that has always fashionably influenced the masses. Brea received her bachelor’s degree in business at Clark Atlanta University, and decided to plant her fashion roots in NYC. Paying her dues and learning the ropes as an assistant to fashion stylist
Tameka Foster-Raymond, she honed her skills as a trend forecaster and fashion stylist.
Chris Watts: A freelance designer specializing in young men’s wear, women’s wear, lingerie and children’s clothing, Chris has been working in the fashion industry as an Assistant Designer and Designer for the last eight years in Seattle and New York. He has been sewing, dreaming and designing since he was 10 years old.
Delorian Cheeks: A student at The New School for Design, Delorian is pursuing his degree in Design & Management. His biggest inspiration is derived from his surroundings, and he has a deep appreciation for the garment industry, from sketching to fabric selection, etc. Fashion allows him the ability to create something from scratch and gain a sense of accomplishment with the beautiful, finished result.
Emily Nawrocke: A student at IADT in Orlando, Emily earns her degree in September. Her style is all about how she feels day to day – ranging from Bohemian to preppy and everything in between. However, her first line will be all about sequins, feathers and jewels!
Jamaica Cole: A passionate and grounded individual that is inspired from classic films, centuries-old architecture and more. Jamaica began her sewing career at a young age, but it wasn’t until the spring of 2006 that she decided to stamp a name on her favorite pastime. Since then, her line Sapphire Cordial has focused on themed collections in Sacramento, CA.
Sakon Wilson: In addition to acting, Sakon is passionate about fashion. With her contagious laugh, a smile and spirit bright enough to light up the darkest room, this young new talent’s future looks just as bright as she!
Xaviar Alvarez: A creative young man, Xavier has worked in retail at Nordstrom, Prada, Polo Ralph Lauren and Burberry. He has also assisted notable stylists, including
Jessica Pastor,
Estee Stanley,
Christina Erlich and
Todd Halman. Xavier loves the fashionable life!
Concrete + Cashmere will air from July 7th until August 13th on the series’ micro-site, www.concreteandcashmere.com. For more information on Alize please visit www.alize.com.
ABOUT ALIZE
Intensely unique and inviting, Alize liqueurs infuse premium French Spirits with luscious flavors from the world’s most exotic regions. From the jungles of Brazil, the lush hillsides of Chile, and the tropical shores of pacific islands come the nectars of our exotic fruits. Alize is delicious on the rocks or served in martinis, cosmopolitans, margaritas and mimosas. Uncork the possibilities with Alize. For more information on the full line of Alize products and initiatives go to www.alize.com.
Katy Lawton
212.242.9353 ext. 153
KLawton@LaForce-Stevens.com
Rachel Van Dolsen
212.242.9353 ext. 166
RVanDolsen@LaForce-Stevens.com
SOURCE Alize
