The format was one of eight projects that were selected as finalists in the C21 Global Entertainment Format Pitch at Content London 2022, sponsored by ITV Studios
ITV Studios and Dopamine have reached an agreement to develop and distribute the fashion competition, Re-Fashion.
The format was one of eight projects that were selected as finalists in the C21 Global Entertainment Format Pitch at Content London 2022, sponsored by ITV Studios.
ITV puts at the disposal of Dopamine all its international expertise before the presentation of the format in global markets. Also, ITV Studios will own part of the commission of the IP.
Ella Umansky, VP of Global Creative & Production Support at ITV Studios, commented: “We are very proud of the potential of Re-Fashion as a format. We know that finding sustainable ways to make clothes is one of the most important issues of our time. Re-Fashion furthers this cause and is sure to captivate viewers.”
For her part, the CEO of Dopamine, Fidela Navarro, highlighted: “It is important for an independent Mexican studio, like Dopamine, that ITV bets on the international potential of our paper format. It is the first time that we co-developed an unscripted program with such an important British ally and we are very happy about it.”
Re-Fashion is a fashion competition that recycles clothing from the entire country. 12 designers will face off in 8 creative challenges while proving that recycling is glamorous.
A national marketing campaign will be launched to collect the pre-assembled clothing and transform it into unique creations.
Each week, designers must create pieces using recycled clothing that will walk the runways in iconic locations. The participants will be judged by a panel of 3 celebrities: two fashionista stars and a special guest that will change in each program. And, the final touch: the winner of the contest receives a grand prize and the title of the most trendy and sustainable designer in the country.
