Model and reality star Kimora Lee-Simmons is prep’n her new reality show called, “House of Fab” that will air on the Style Network in just a few weeks.
“It is more like The Office or Ugly Betty. It is a team of people at all times, with lost of coming and going. It is less of my kids and my personal side.”
The eight episode season of House of Fab will be filmed at the JustFab offices in Manhattan Beach, California.
“My business have evolved a bit. My former life is gone. I have sold all of those companies from my prior life, and my new project is JustFab.com. This is all about fashion to the tech aspect, and that’s a big thing,” said Simmons.
The cast of the show includes co-CEO Adam Goldenberg, vice president of public relations Kimberly Tobman, senior vice president of marketing Sandra Diaz, senior graphic designer Johnny Anastacio, director of merchandise Lesley Holmes, art director Alyson Wilson and senior marketing manager Lianca Lyons.
“No one wants to look like they are, for lack of better words, a crazy person, but there wasn’t anything off limits,” said Don Ressler, adding, “It is showing the brand in a very professional way.”
Ressler and Simmons hope the show will propel JustFab’s brand awareness with the Style Network’s fashion-conscious audience of women aged 18- to 49-years-old.
“It is my goal here as president and creative director to turn JustFab into a global lifestyle brand,” said Simmons, who mentioned stores and a dress collection spearheaded by her are possibilities for JustFab.
Ressler asserted JustFab, which has received $109 million in venture capital funding and is on pace to generate more than $100 million in revenues this year, isn’t relying on television on an “ROI type of basis,” but said,
“We are certainly happy to continue going forward as long as the series can run. I think they did a great job of really showing what we are doing here.”
House of Fab will air on Jan. 23 on the Style Network.