Bravo goes shopping with Fred Segal

Santa Monica-based fashion boutique would be the focus of a docu-series

By HitFix Staff Tuesday, Apr 21, 2009 1:21 PM

Bravo has announced development on an extended commercial... errr... "docu-series" set around the Fred Segal boutique.

The cable network announced that Jenny Daly and Gunnar Wetterberg will serve as executive producers, developing the Fred Segal "docu-series" for Bravo through Target Entertainment.

"Bravo has established itself as the go to network for the hottest, trendiest and most dramatic docu-series on television," says Frances Berwick, Bravo's executive vice president and general manager. "Fred Segal is a legendary retail haven synonymous with high fashion and style, and the fashionistas who work, shop and gossip at the store promise to have arresting, entertaining, colorful personalities and lives."

Based in Santa Monica, Fred Segal is impartially described by Bravo as "where the fashion forward acquire the latest clothes, shoes, accessories and beauty products in one fabulous spot." The series will at least partially focus on the sales team, which is described as "stressed and competitive."

Bravo has yet to set an official timetable for the Fred Segal infomercial.

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