The 13x60mins series is billed as “inspirational and ground-breaking” by its producers, encompassing an international casting event and a television series.
Beauty World Search has produced a pilot titled On the Road to the Fashion Hero, which launched on syndication networks in the US on March 21. LGI has international rights and debuts it in Cannes.
After a nationwide casting call, Fashion Hero will see candidates compete to represent brands’ products for a year by creating social media buzz ahead of the TV show.
“I always wondered how nice it would be to see real people, real beauty, represented in those advertising campaigns, instead of airbrushed, photo shopped, unattainable ideals of beauty,” said creator Caroline Bernier, Beauty World Search’s CEO. “I want to give this planet a big self-esteem hug and create something that will give back to our society. This is the reason why I created The Fashion Hero.”