Martha Stewart has partnered with AOL to launch an online webisodic reality competition called Shriek or Chic: Martha’s Haute Halloween Challenge, pitting three young designers with the task of creating Stewart’s 2014 Halloween costume. The first episode debuts on AOL’s recently launched premium video channel beginning Oct. 7, with five more 3.5-minute episodes to roll out one a day for the rest of the week.

Stewart will oversee the work by the three designers, who are all alums or current students at New York’s Fashion Institute of Technology. Though fashion notables – including Ralph Rucci, Erin Fetherston, Kevin Sharkey and Kate Berry – will advise the three contestants, ultimately Stewart will decide which creation will be her Halloween costume this year. Genesis for the show is the success that her magazine Martha Stewart Living has traditionally had this season, with the Halloween issue the year’s biggest.

Financial terms of the deal between the two companies were not disclosed but understood to be an unusual revenue-sharing partnership between AOL and Martha Stewart Omnimedia as the two companies build more ties. Show will be distributed on AOL.com. Below is a trailer for the show: