One of the O.G. reality competition franchises is attempting a comeback. “Project Runway,” the two-time Emmy Award-winning fashion extravaganza, has a new home. Freeform announced a deal with current franchise rights holder Spyglass Media Group and producers Dan Cutforth and Jane Lipsitz from Alfred Street Industries for a new “Runway” season to land on the cable outlet in 2025. The 10-episode season will also be available to stream shortly after that (perhaps the next day) on Hulu and DIsney+. Who will host and judge the program remains to be seen.
In a statement, Simran Sethi, president, scripted programming, Hulu Originals and ABC Entertainment., remarked, “Project Runway’ is an iconic television juggernaut that perfectly complements the pop-culture spirit at Freeform. We are excited to welcome the original series to the Disney family and [to] reignite the fanbase alongside Spyglass and Alfred Street, giving viewers the chance to once again share in discovering the next generation of exceptionally talented fashion designers.”
Gary Barber, chairman and CEO of Spyglass, added, “For 20 seasons, ‘Project Runway’ has captured viewers’ attention and cultivated a loyal following. The series has proven to be a valuable and enduring brand worldwide, and we could not be more excited to broaden the show’s breadth of viewership within the Freeform, Hulu, and Disney+ ecosystem.”
Cutforth noted, “It is exciting and inspiring to have the opportunity to guide the evolution of ‘Project Runway’ for a new generation.“ Lipsitz added, “The challenge to stay relevant while the world is changing at lightning speed makes us eager to not only honor our die-hard ‘Project Runway’ fans but also to introduce fresh and innovative ideas.”
Debuting 20 years ago, the first five seasons of “Runway” helped birth the modern incarnation of Bravo that so many viewers enjoy today. At the time, the franchise was owned by The Weinstein Company, however. In 2009, they took a better financial deal with Lifetime, which sparked a contentious lawsuit between TWC and NBC that delayed the debut of season six. Still, “Runway” and its “All Stars” spin-off spent 11 years on Lifetime until NBCUniversal reacquired the rights to the show in 2018 after TWC went bankrupt. In a contract dispute, the 17th season saw the departure of iconic and Emmy-winning hosts Tim Gunn and Heidi Klum, who moved to greener pastures at Prime Video with “Making the Cut,” and it sort of went downhill from there.
The latest incarnation of “Runway” was initially hosted by Karlie Kloss before mentor and former winner Christian Siriano took over two years later. That initial season showed promise and delivered an iconic “dinner with the Kushners” moment that rocked the internet, but despite the return of stalwart Nina Garcia, new judge Brandon Maxwell was not received well by viewers. Moreover, not bringing back Gunn and Klum might have been Bravo and the show’s production company at the time, Magical Elves, biggest mistake. Despite the power of the Bravo machine, ratings were down significantly from the Lifetime era. How Bravo and NBCUniversal somehow messed up bringing “Runway” back into the fold is still confounding to this day.
Concurrently, Gunn and Klum launched “Making” in the COVID stay-at-home era. The first season appeared to meet Prime Video’s expectations, but the second season – shot awkwardly under COVID restrictions – was somewhat lackluster. The series appears dead after a third season streamed in 2022.
Today’s press release should give pause to anyone hoping that Gunn and Klum might return. The emphasis on guiding the franchise for a “new generation” hints at new hosts and judges. Moreover, the 10-episode commitment is a sign the program is being produced on a much smaller budget. The previous season of “Runway” occurred over 14 episodes. The last time “Runway” featured so few episodes was its inaugural season, and that era also included a reunion episode to bring the tally up to 11 episodes. It’s never been less than 14 since. How Freeform and Alfred Street can find a way to make the series culturally relevant under these conditions remains to be seen. Color us…concerned.
Despite multiple changes in networks, “Runway” has launched the careers of several notable American fashion designers including Siriano, Austin Scarlett, Leanne Marshall, Irina Shabayeva, Michael Costello, and Bishme Cromartie, among others.