BLOOMINGDALE'S GETS REAL: Thursday's installment of Bravo's reality show "Make Me a Supermodel" will feature a new character: Bloomingdale's. The retailer's 59th Street flagship makes a cameo appearance when the six remaining contestants show up for go-sees with Bloomingdale's vice president of fashion direction Stephanie Solomon. The hopefuls are put through their paces during a challenge, which includes informal modeling during a breakfast for the store's top customers. The segment, which was filmed on Sunday, features looks from Missoni, Theory, Burberry and DKNY, all from Bloomingdale's Hot spring catalogue. After the breakfast, the contestants were sent into the store to interact with the public while representing Bloomingdale's Hot campaign.
"We really created a synergy," said Anne Keating, the retailer's senior vice president of public relations. This isn't the retailer's first brush with reality TV, though. Bloomingdale's sold T-shirts that read "You're Fired" from NBC's "The Apprentice," and buyers helped judge a design contest on that show.
"It was a totally symbiotic moment for us," said Shari Levin, vice president and executive producer of "Make Me a Supermodel." "We got an interesting challenge from Bloomingdale's that's different from any other form of modeling we'll do. Bloomingdale's said Giselle, Angie Harmon and Joy Bryant got started at the in-store modeling program. It's a fairly illustrious group." — Sharon Edelson