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I know I speak for many when I say there was a hole in my heart when Heidi Klum and Tim Gunn left ‘Project: Runway’, but there have been attempts to revive the format. Reboot seasons of the show that don’t include the original hosts, and ‘Making the Cut’, Heidi and Tim’s updated spin on the format for Amazon Prime, both made valiant efforts to recapture that audience, but ‘Dress My Tour’ pulls out all the stops. Breaks from the usual pattern of reality show editing, thoughtful choices in guest artists, and full-on musical performances on the runway make ‘Dress My Tour’ stand out from the pack, without sacrificing the design and gossip audiences crave in a fashion competition show.
In Hulu’s new reality competition hosted by Kate Upton, 11 fashion designers square off to create larger-than-life looks for icons of the music industry. From Paula Abdul to Jojo Siwa, a new design challenge is presented to the contestants in each episode, pushing them to their creative and emotional limits in pursuit of a place in both fashion and music history. It’s a format audiences are familiar with, but that has been lacking pizzazz recently in reality television. In the wake of the “quiet luxury” trends that surrounded HBO’s hit show Succession, the rise of method dressing on press tours and at premieres, and with the momentum the fashion industry at large has gained over the past few seasons, it’s exciting and refreshing to see a new take on the fashion reality show that pushes its designers, judges, performances, and, most importantly, the designs themselves over the top.
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A Masterclass in Marketing
Before diving into the show itself, it must be said that the marketing for ‘Dress My Tour’ is extremely clever. The first I heard of Hulu’s new show was in a sponsored short by Gunnar Deathrage, a popular fashion designer/influencer that got his start in the public eye on season 10 of ‘Project: Runway’. The premise is definitely similar, an elimination competition between fashion designers competing for a cash prize and the chance to become a household name, but with the added twist that the clients are popstars. Deathrage is the perfect creator for Hulu to work with on ‘Dress My Tour’, not only for his experience in “getting eliminated from a certain design competition show”, but for his gorgeous work as a designer and positioning to advertise to a younger audience, a demographic that streamers struggle to capture. It really goes to show how well-considered influencer marketing can do wonders for streaming services. The trailer for the show also taps into concert footage in the era of Taylor Swift’s The Eras Tour, the drama audiences know and love competition shows for, musical artists that are already top of mind for audiences, and glitzy spectacular runway footage that would be right at home in an episode of RuPaul’s Drag Race.
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All the Good Stuff
‘Dress My Tour’ takes all the best parts of shows that came before and amplifies them in a more modern context. The cast is incredibly diverse, with designers from all sorts of backgrounds and huge personalities perfect for the screen. There’s no fabric shopping, all of the materials any designer could need are in overabundance in the sewing room. Rather than contestants having constant beef with their sewing machines, they hand off their work to overnight sewists, freeing up more time for more garments and more drama. Forget a traditional runway, because every episode includes a performance by professional dancers to music by the guest judge/artist, which is far more entertaining as an audience member and a better test of how well each designer’s finished product holds up. Not only are they eliminating low points, they’re amplifying the best parts of the genre and pushing it further beyond. Upton’s co-hosts, Laurieann Gibson and Marina Toybina, are giants in the world of celebrity design and styling, having dressed the likes of Lady Gaga and Katy Perry, and are excellent mentors for this show. Their personalities, Gibson’s especially, really help shape the trajectory of the show (not to mention they can each save a designer from going home at any point in the season). The biggest bombshell is that eliminations are ultimately made by the other designers. The judges pick two people to be in the danger zone, but their peers make the final cut, bringing a whole new dimension to the interpersonal battles on this show.
Editing can absolutely make or break a reality show, and the team behind ‘Dress My Tour’ knows this. The snappy fast pace is engaging without losing the viewer, cramming as much as possible into each 42 minute episode. Notably, it sticks to the broadcast format, with defined commercial breaks, episode lengths, and mini arcs, rather than listening to the siren’s call of uncapped runtimes made possible by and often expected on streaming services. They do keep us waiting on a cliffhanger in episode one, opting to eliminate the first designer at the top of episode two. Sneaky, but effective at keeping audiences guessing.
One of the most charming aspects of the show is its willingness to include glimpses behind the scenes. Producers asking questions from off screen during confessionals, camera crews in the sewing room, makeup artists touching up the judges as they call the contestants in for elimination. Fashion design in and of itself is all about the process, the finer points of clothes, the nitty gritty details often taken for granted; so it’s fitting that we get to see the inner workings of the show, too. Contestants’ smartphone vlog footage is also included for on-the-spot confessional footage, which while a matter of taste, demonstrates the team’s efforts to meet younger audiences where they are. The production value is sky high, as it should be on a show with a cash prize of $100,000 and names as big as their guest judge roster has in store. The series strikes a great balance between the style expected of legacy broadcast and elements of the digital media age without alienating any particular audience demographic, a feat in and of itself (especially looking back on older reality shows and how poorly they age).
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Lights, Camera, Fashion!
An exciting addition to Hulu’s ever-expanding slate of reality TV, ‘Dress My Tour’ revives the feeling of so many shows that came before, but in a very contemporary way. New elements and an emphasis on diversity and creativity go a long way for modern audiences, without giving up on the producer-fueled fights endemic to the genre. It remains to be seen if we’ll ever get a season 2, but this show could keep things going until there are no more stars left to dress. You know, when the sun goes out.
‘Dress My Tour’ is available on Hulu as of July 23, 2024, starring Kate Upton, Laurieann Gibson, and Marina Toybina as judges. Paula Abdul, JoJo Siwa, JT, and Ty Dolla $ign, Toni Braxton, Coi Leray, French Montana, and Jessie James Decker guest judge. Keiandrea Daniels, Veejay Floresca, Michael Shead, Rey Ortiz, McCauley Star, Afaf Seyam, Jessica West, Todd Fisher, Julissa Peralta, Cierra Zacchaeus, and Traviance Dunn compete on this season.
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Author
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Abigail Whitehurst is an entertainment professional and writer for Hollywood Insider based in Los Angeles, CA. Having lived all over the world as part of a military family and having pursued a bachelors of music, she brings a unique outlook to the entertainment industry. A life-long learner and researcher, Abigail is pursuing her masters in entertainment management. She strives to write through the lenses of context, analysis, and Hollywood Insider’s values to bring a fresh perspective to industry trends, entertainment business, and new film and TV releases. Her favorite place is a movie theater, and she’s always hunting for the deeper meaning and studying media as it pertains to culture. Film, TV, and interactive media are some of the most impactful artforms of our day, and they are worth digging into and analyzing. Everything is connected, whether it’s through Bacon numbers or history. When she’s not writing or at the movies, you can find Abbie crocheting or playing video games with her partner.
Abigail Whitehurst is an entertainment professional and writer for Hollywood Insider based in Los Angeles, CA. Having lived all over the world as part of a military family and having pursued a bachelors of music, she brings a unique outlook to the entertainment industry. A life-long learner and researcher, Abigail is pursuing her masters in entertainment management. She strives to write through the lenses of context, analysis, and Hollywood Insider’s values to bring a fresh perspective to industry trends, entertainment business, and new film and TV releases. Her favorite place is a movie theater, and she’s always hunting for the deeper meaning and studying media as it pertains to culture. Film, TV, and interactive media are some of the most impactful artforms of our day, and they are worth digging into and analyzing. Everything is connected, whether it’s through Bacon numbers or history. When she’s not writing or at the movies, you can find Abbie crocheting or playing video games with her partner.
