New fashion show format announced for the web

Social media network Bebo, independent television production company, Twenty Twenty Television and O2 Money today announced their collaboration on the latest Bebo Original, 'The Closet' sponsored by Load & Go.

The recent success of other magazine style show formats across the network has created a perfect backdrop for The Closet. The Show, set to be hosted by Jameela Jamil, former model and the new face of T4, will include regular features on makeovers, style guides and challenges, fashion-insider interviews, and celebrity closet rummages to appeal to Bebo's nearly 9 million* monthly users in the UK.

Created and produced by award winning Twenty Twenty Television, and brokered by ZenithOptimedia, the show, launching on August 25th and running for 17 weeks, will be sponsored by the new O2 Money card called Load & Go.

"The Closet is a perfect addition to our recent line-up of Bebo Originals and builds upon the success of our other magazine style shows" added Stephane Panier, Global Head of Bebo. "We believe that The Closet will have a wide appeal as it will cover style and fashion for all ages and budgets, male or female. It will also give Bebo users a chance to see behind the scenes and get an insight into the fashion business - a plus for all budding designers and fashionistas."

Each week The Closet will provide users with great fashion advice, insight into the latest trends, as well as 'How To' tips such as; walk in killer high heels, work a Windsor knot tie, and look good in under 5 minutes. Bebo's community members will participate throughout and the show will benefit from the opportunity to broadcast within the realm of a social networking site allowing for a truly interactive viewing experience. Users will be able to voice their fashion and style opinions, share shopping tips, upload pictures of their 'best buys' of the week, discuss their views on the latest fashion essentials, take polls and much much more.

"The Closet and the partnership with Bebo is a key element of our marketing campaign for Load & Go," said Alistair Johnston, Marketing Director at O2. "Given our target audience, the campaign has a strong online focus and we believe this is an ideal partnership through which we can communicate the benefits of Load & Go."

Tim Carter, CEO Twenty Twenty Television: "With The Closet, like all our 'for Web' projects, we bring a powerful track record in innovative story-telling and the creation of arresting factual content. With Bebo's wealth of knowledge and experience in this field, we're confident this partnership will result in a truly interesting and engaging show for the Bebo audience. Fashion is one area Bebo Originals has yet to explore - with many of it's core demographic being at an age where they're coming into their own style-wise, we're certain our show will prove to be extremely relevant."

Bebo Originals are funded by brand integration, an advertising revenue model developed by Bebo in which products and services are offered a sophisticated blend of plot integration, traditional product placement, and on-network online advertising. As sole sponsors of The Closet, O2 will be integrated seamlessly throughout the series embarking on a number of in-store high street giveaways and unique promotions around the new Load & Go card.