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We have channels dedicated to music, food, home and gardens, and sports, so why not fashion? WME-IMG is launching a channel dubbed Made2Measure on the Apple TV that will offer nothing but fashion content, reports Business of Fashion. The content on the channel will mix in quick news bits, like red carpets and runway shows, with lengthier programming, both acquired and original.
Some of the programming that is already in the works is a talk show hosted by former GQ Style Guy Glenn O'Brien, who will interview icons like Gisele Bündchen, Proenza Schouler, and Richard Prince. Two series named Iconic and Visionaries will profile legendary figures and brands like Balenciaga and up-and-comers like Off-White designer Virgil Abloh, respectively. The channel will also produce long-form documentaries, including one about the famous "Battle of Versailles" runway show.
The channel with leverage all the assets of IMG, which owns Made Fashion week and represents top models like Gisele Bündchen. A show about Made Fashion Week, entitled Made, will give viewers behind-the-scenes access to shows from designers like Baja East and Adam Selman. "We'll be using every available asset," WME-IMG's chief content officer Mark Shapiro said.
To fill out its lineup of original programming, Made2Measure has also acquired a series of documentaries and movies: Valentino, the Last Emperor; Who Are You, Polly Magoo, a satirical film about fashion; and A Single Man, the movie directed by Tom Ford.
The channel aims to take a more high-brow approach to fashion than similar channels, hoping to overcome the failure of fashion programming in the past. "It's not just fashion runways and insider exclusives," Susan Hootstein, executive producer and director of programming for M2M, said. "It's not a snippet here or a snippet there. When I interviewed with Mark, we talked about the hole in the market. Taking fashion, elevating it and stretching it out. It's also about creating premium content that can bridge the gap between fashion, art and film. To hear Glenn O'Brien talk to Richard Prince about appropriation and the Suicide Girls is the perfect example of what we want the channel to be."
Made2Measure launches on Apple TV today with hopes of expanding to "additional platforms" in 2016.