By Sahil Patel
A new reality-competition series on AOL pits three emerging fashion designers against each other as they compete to create the perfect Halloween costume for Martha Stewart.
Called “Shriek or Chic: Martha’s Haute Halloween Challenge,” it’s the first digital reality series from her company, Martha Stewart Living Omnimedia. In partnership with AOL, MSLO has premiered the series on AOL.com and MarthaStewart.com.
Across six episodes, debuting one-a-day through October 12, the series follows three fashion hopefuls from New York’s Fashion Institute of Technology, who are tasked with creating a new costume for Stewart inspired by the cover of the October issue of Martha Stewart Living. In the last episode, Stewart decides which costume to go with.
The series is set entirely inside the MSLO headquarters in New York City, featuring regular appearances from Martha Stewart Living executive editorial director Kevin Sharkey and creative director Kate Berry. Fashion designers Ralph Rucci and Erin Fetherston will also make appearances to give feedback to the contestants.
Though this is MSLO’s first digital reality show, the company says it produces 70–90 “premium” videos per month, which are then distributed across platforms.