Fashion Reality Show Features Effective Brand Product Placement


As a gender-neutral reality show that celebrates everyone, The Fashion Hero challenges the fashion industry’s standard image of beauty. The first season of the show aired internationally in over 160 countries/territories on both linear TV and digital streaming platforms, and has been seen by millions of people. The show will give exposure to contestants and participating brands.

The second season of The Fashion Hero is set to start filming from March 2021 at Sun City. The unique qualities of the show will act like a beacon for brands looking to integrate products seamlessly within the locally produced series aired across multiple countries.

‘The reality series that focuses on the fashion industry – with a significant difference – will flight over a period of two years across the globe, and we’re adding new channels to the mix every week, meaning that the exposure for our contestants and participating brands, will reach well over 500 million people,’ explained Gail Hoffmann Parrish, Co-Founder of Marketing and Integration agency G2 Connection. 

Season Two will be hosted by a very well-known international celebrity, which will be announced soon. The host, in combination with a team of 40 international influencers who reach millions of people will be promoting The Fashion Hero TV series and its website and the websites of participating brands on their platforms, with a potential global reach of close to 100 million. 

Hoffmann Parrish said, ‘Brands can completely immerse themselves into the show across multiple platforms and touchpoints. The Fashion Hero TV series shares important values such as individuality, passion, self-confidence and self-empowerment. With diversity at its forefront, The Fashion Hero empowers real people to be themselves and to celebrate that which makes them unique.’ 

Research out of the US looked at more than 2800 placements for 99 brands and indicated that prominent product placement embedded in entertainment continues to have a strong positive impact. Effective product placement enables brands to connect with their personal reality, across multiple touchpoints in different ways that are subtle enough not to distract, but impactful enough to be noticed and remembered.