Made2Measure will air everything from Valentino docs to Rick Owens shows
Bar legendary 90s show Fashion File (hosted by a young Tim Blanks), a couple of reality TV shows and the occasional documentary, television remains a relatively fashion-free zone – however that might soon be about to change with the announcement that Apple TV is launching a channel which will exclusively broadcast fashion-related programs.
“Made2Measure” is the brainchild of entertainment conglomerate WME-IMG, a company which owns (as the name suggests) IMG Models and New York Fashion Week and according to Business of Fashion, it will air “series, documentaries, feature films, news segments and runway shows.”
Already been dubbed “M2M”, the channel has already bought the rights to footage of shows including Givenchy, Rick Owens, Saint Laurent, Céline and Marc Jacobs, along with documentaries such as Valentino: The Last Emperor and Tom Ford’s directorial debut A Single Man. And you don’t have long to wait: these will be available to watch from December 2015.
Another program to be acquired is Tea at the Beatrice, a talk show hosted by Glenn O’Brien (prolific writer and former member of Andy Warhol’s Factory) which is already slated to feature guests including Brazilian supermodel Gisele Bündchen, New York design duo Proenza Schouler and plagarising art provocateur Richard Prince.
But as well as broadcasting programs, the channel will produce them, starting with Battle of Versailles – a documentary which explores the story behind the 1973 fashion show put on to raise money for the royal château. Here the organisers pitted French designers (such as Yves Saint Laurent, Christian Dior and Hubert de Givenchy) against their American rivals (including Oscar de la Renta and Halston).
“When we look at the world, we see fashion, sports, movies, TV, books: They are all just different aspects of global entertainment consumption,” Ariel Emanuel, a chief executive of WME/IMG, told The New York Times, explaining the rationale behind M2M.
This is particularly the case with fashion shows; Givenchy’s Marina Abramović-directed SS16 show was attended by 1,200 people from outside of the industry – something which prompted Pierre Rougier, the owner of PR Consulting, to describe the event heralding “the officialisation of fashion as entertainment.”