Dress like your favorite ‘Idol’ contestant

Web site allows fans to purchase styles worn by show's singers

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By Gail Schiller

Hollywood Reporter

updated 10:31 a.m. ET March 22, 2006

LOS ANGELES - If you can’t sing like an American Idol, you will soon be able to dress like one.

A new section on the show's Web site, titled “Get the Look,” allows fans to purchase the styles “American Idol” contestants wear on Fox’s blockbuster talent show.

“We’re now at the point where we want to build a large community of like-minded fans on our official Web site,” said Jason Turner, director of interactive at FremantleMedia, which produces the show with 19 Entertainment.

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“American Idol” partnered on the venture with a new Web site called StarStyle (http://www.starstyle.com), which also peddles goods from the WB Network’s “What I Like About You,” MTV’s “Real World Key West,” and the daytime dramas “As the World Turns,” “Guiding Light” and “The Young & the Restless.”

Other networks are also in on the act. Delivery Agent sells products placed in such ABC shows as “Desperate Housewives,” “Lost” and “Grey’s Anatomy,” and NBC shows like “My Name Is Earl,” “The Office,” “Will & Grace,” “Las Vegas” and “Law & Order.”

Warner Bros. Television, Showtime and DreamWorks have partnered with StarBrand Media to sell products appearing in “The O.C.” “The L Word” and the new feature “She’s the Man.”

While StarBrand links shoppers directly to brands for purchases and Delivery Agent links shoppers with either brands or Web-based retailers, StarStyle sends shoppers to one or more of its 200 Internet retail partners to purchase either the exact brand featured in a show or a less-expensive version of the product. Its retail partners include Nieman Marcus, Nordstrom, Macy’s, Brooks Brothers, Gap, Old Navy, Best Buy, Barnes & Noble and Thomas Pink.