To add to the bizarre nature of it all, the show often feels dated - one challenge involved designing an outfit inspired by the “Charlie and the Chocolate Factory” Broadway musical, which closed a year before the season aired. (A Lifetime spokeswoman declined to comment on the record as to why the branding was left in despite the circumstances.) Penney partnership has ended - only a confusingly vague “Previously Recorded” message that appears in the corner of the screen every time the retailer is mentioned. There is no explanation or indication that the J.C. The brand’s presence is baked into the season’s DNA.ĭespite this conundrum, Lifetime decided to air it anyway, as is, starting in January (roughly 18 months after filming) - which is why Milano has been telling viewers most weeks about an outfit they won’t be able to buy. One episode featured sponsored content right in the episode title (“Penneys from Heaven”). It’s built into the show’s staging, with a J.C. The retailer is name-checked by Milano and other contestants constantly. Penney branding, “All Stars” Season 7 has gone all out. Under the terms of the branding partnership, which began in the summer of 2017, the retailer would be the exclusive partner for two “Project Runway” seasons and “All Stars” Season 7, selling branded women’s clothing and producing versions of designs from winners and challenge episodes.Īnd when it comes to J.C. Penney’s ghost sponsorship of the season involves the franchise’s producers, the Weinstein Company. Penney no longer had the agreement in place to produce or sell the winning looks.” Legally, the company says it couldn’t produce the designs. “Because of this unfortunate turn of events, J.C. “Season 7 of ‘Project Runway All Stars’ was taped well before our collaboration with the show ended, and we were unaware that the season would begin airing in January 2019,” the company said in a statement via email. Viewers who are looking for a ready-to-wear version of a winning look from “Runway” veterans like Dmitry Sholokhov or Irina Shabayeva are presented with a message on the department store chain’s website that the collaboration with J.C. On many episodes of “Project Runway All Stars” Season 7, which airs its final episode Wednesday on Lifetime, the host and judge Alyssa Milano has announced that the week’s winning design will be sold on the following day.Įxcept that’s not true.
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