Music superstar Rihanna will executive produce and star in Styled To Rock, a fashion design reality competition series for Style from Will Smith and James Lassiter’s Overbrook Entertainment and Shed Media U.S. The series, which has been picked up for 10 hourlong episodes to premiere in 2013, will feature 12 up-and-coming designers, hand-picked by Rihanna, who will create fashion pieces for A-list celebrity talent. This marks the first competition series for Style. “On the heels of our successful network rebrand, Styled To Rock and Style’s new partnership with Rihanna will reinvent the fashion competition genre, fueling our viewers insatiable appetite for all things style,” said Salaam Coleman Smith, President, Style Media. Candidates can apply on Style’s website. “Fashion has always played an integral part in my life and career,” said Rihanna. “I am so excited to partner with Style Network and share my creative insight with these 12 designers and give them this opportunity to showcase their work.”
To help the selected 12 designers, Rihanna will enlist the guidance of top experts from the fashion industry to serve as mentors. Each week, challenges will push the designers to their creative limits when they are tasked with styling an A-list star. Each week’s celebrity guest will determine which designer best achieves their vision — and advances to the next week of competition. Faced with the threat of elimination, the remaining designers must meet with the mentors to discuss where they fell short and ultimately who will be sent home. In the end, one designer will be named the winner. Rihanna (full name Robyn Rihanna Fenty) will executive produce with Nick Emmerson and Dan Peirson of Shed Media U.S., Overbrook’s Lassiter and Jay Brown of Marcy Media Films.