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Style Awards Heading to New York

Penske Media Corp. has signed a deal with IMG Fashion and NBC Universal’s Style Network to bring the awards show to Manhattan from Los Angeles.

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NEW YORK — Add an awards show to the New York Fashion Week calendar.

Penske Media Corp. has signed a deal with IMG Fashion and NBC Universal’s Style Network to bring the Style Awards to Manhattan from Los Angeles and will hold them Sept. 5 at Lincoln Center, right at the start of fashion week. They will be televised on the Style Network a week later, on Sept. 13.

The awards, which Penske took over in 2008 as part of its acquisition of Movieline magazine, include prizes to male and female style icons, celebrity stylist of the year, makeup artist of the year and, for the first time, a Citizen of Style Award. The celebrity host and a musical guest will be revealed later.

The shift to New York is aimed at boosting the visibility of the awards, which have not had the impact of other shows like the Billboard Awards operated by Penske Media’s rival, Prometheus Global Media. Penske owns Movieline, HollywoodLife — overseen by Bonnie Fuller — and Nikki Finke’s Deadline.com, while Prometheus owns Billboard and The Hollywood Reporter, which is headed by Fuller’s former colleague Janice Min. Penske told WWD he’s hoping to reinvigorate the Movieline site and increase monthly uniques from one million to five million.

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Past winners and presenters at the Style Awards have included Kim and Khloé Kardashian, Lea Michele, Zooey Deschanel, Hayden Panettiere, Eva Longoria and Emily Blunt.

IMG Fashion organizes Mercedes-Benz Fashion Week at Lincoln Center. Style Network, which has 78 million cable and satellite subscribers, is part of NBC Universal Entertainment & Digital Networks and Integrated Media. Style Media also owns myStyle.com.