NBC is out of the fashion business.
Its design competition show, "Fashion Star," has been canceled, NBC Entertainment chairman Bob Greenblatt confirmed to reporters at the Television Critics Association Press Tour in Beverly Hills on Saturday.
The competition series — which starred Jessica Simpson, Nicole Richie and John Varvatos as mentors and Louise Roe as its host — had struggled in the ratings. On average, the show rated an anemic 0.7 in the advertiser-coveted Adults 18-49 demographic and 2.76 million total viewers.
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In comparision, last season's finale scored a 1.6 rating and 4.81 million total viewers.
Season 2 replaced former host Elle MacPherson with Roe. It also replaced H&M, the retailer who sold the show's designs during the first season, with Express. In addition, NBC moved the series from its original night on Tuesdays to Friday nights, where many shows go to die.