Monterosa: Television gets a makeover as ‘New Look Style the Nation’ takes to the streets for New Look’s next stylist

written by: Richard Kastelein

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Monterosa, the recent Bafta Award winning 2Screen specialist has today announced details of the screen innovation which will accompany this summer’s UK hit T4 show ‘New Look Style the Nation’.

 The cross platform element of the series will enable viewers at home to interact with the show online, and compete for the top prize of becoming one of its in-house stylists.

Live and throughout the series, viewers can get deeply involved via a pioneering 2-Screen experience. Viewers will be invited to visit channel4.com/style during the show and take a style test, to discover their own fashion persona. They’ll then have the opportunity to create their own look, by choosing clothes from New Look’s range, which they’ll apply to a virtual mannequin to create a complete style and outfit. They can then go on to style their friends and family, sharing their designs via Facebook.

The outfits that users put together online can also be bought, as the Channel 4 site will feature click through to New Look’s website.

‘New Look Style the Nation’ is an innovative creative partnership between Channel 4, New Look, Mother London, Two Four and Monterosa. 

The show will be aired on Channel 4’s T4 on Saturday mornings from June 4th 2011 for six weeks. 

Show host, fashion-savvy DJ Nick Grimshaw will scour the streets of a different city each week for five weeks looking for contestants to take part in the show. The contestants will represent every take on style, from WAG glamour to Indie chic and will compete each week to become one of two finalists representing their city in a live catwalk showdown, from which one winner will emerge.  Each episode is an hour long and features interviews with fashion icons and commentators, fashion tips and hints for the season, plus live performances from bands.

The five weekly winners will then compete in the sixth episode, a live final, to be hosted on Saturday 9th July.

Alongside the regional winner of each show, viewers at home can also compete for a place in the national final, by submitting their own styles online through the website. The best collection submitted online as voted for by the style panel, will secure the opportunity to be the sixth entrant in the national final, to compete alongside the on-air winners of each local round. 

The ultimate winner, voted for by the online audience, will become a stylist for New Look, creating hot looks for the fashion chain’s TV, print and online campaigns.

New Look Style the Nation presenter Nick Grimshaw with Style Panel; Giles Deacon and Barbara Horspool “We’re really excited about giving our customers and T4 viewers the chance to show off their sense of style and to potentially see their outfits being modelled live on the TV catwalk. This technology gives girls and guys a real opportunity to be an integral part of ‘New Look Style the Nation’ and celebrates our customers’ individual sense of style and excitement for fashion”, says Guy Lister, New Look Group Chief Marketing Officer.

Jody Smith, Channel 4’s Multiplatform Commissioning Editor added “We’re trying something very new with ‘New Look Style the Nation’, having pioneered second-screen viewing with formats like The Million Pound Drop. We’ll engage with a new audience on Saturday and Sunday mornings, with an online app that’s not only fun to play, but will offer useful fashion advice too. The idea of putting an outfit together that could potentially be modelled on TV minutes later is really exciting.”

Jennifer Hills, Head of Branded Content for Twofour, said “In creating the first brand-funded series featuring product placement for C4 we secured a major media success. Furthermore, by developing the show’s format in partnership with 2-Screen TV specialists Monterosa, we're allowing the audience to play-along and participate in the final making this series an innovative entertainment format that sets the bar high for Branded Content.”

New Look Style the Nation airs on T4 from Saturday 4th June

For more gossip on the show, how to win tickets to the live catwalk finals or if you’re just after a dose of up to date fashion, check out daily.newlook.com.

Viewers should visit channel4.com/style from Friday May 27th to get involved.

 

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