The fan base of "Project Runway" is hardly limited to Prada-clad fashionistas. In fact, supermodel host Heidi Klum, who also serves as executive producer of the program, can't go anywhere these days without running into someone who just loves the show. "I was buying knobs for my furniture, and the guy in the store was like, 'You're that girl from "Project Runway!" My wife makes me watch your show, and now I actually love it!'" Klum shares during a conference call with reporters to promote the third season of "Project Runway," premiering on Bravo on Wednesday, July 12 at 10 p.m. EDT.
Klum believes the show has such a wide appeal because, for starters, everyone, to a degree, is interested in fashion. Additionally, the show finds its contestants using their skills to create something from scratch.
"Our show is not about blending up worms and eating them . . . [The contestants] have to perform a real job," Klum says.
As in previous installments of "Runway," fashion designer Michael Kors and "Elle" magazine fashion director Nina Garcia will pass judgment on the designers along with Klum, and fan favorite Tim Gunn, chairman of the fashion design department Parsons The New School for Design, will continue to play mentor to the contestants.
Klum, who, incidentally, can be seen making a cameo in "The Devil Wears Prada," promises season three will be "really, really exciting" and heralds this season's crop of designers as more sophisticated and professional than those featured on previous seasons.
That said, there were some personality conflicts.
"Everyone always comes with their best behavior in the beginning, then it slowly but surely starts changing, and then you see what they're really all about," Klum says.
This season's contestants include Kayne, 32, who with his partner runs a successful formalwear and pageant store in Oklahoma; Alison, 25, whose Dahl line of women's wear has been worn by the likes of Anne Heche and Hilary Duff; and Robert, 36, who has spent the last 10 years as principal designer on Mattel's Barbie Collectibles line.
Given that they've had the benefit of seeing seasons one and two, do these designers have an advantage?
"They all think they know everything by now, but I still shock them because I change challenges around. There are things that they thought they knew that we do different," Klum teases.
Previous "Runway" contestants, including Santino Rice and Daniel Vosovic, actually served as judges during the casting process, helping sort through the crop of hopefuls. Some real characters auditioned for season three, by the way.
"There were some crazy people that have come to the auditions, and by crazy, I mean they are very flamboyant, and they come in heels and just a little G-string, and they say crazy things because they want to shock us," Klum says. "They're like, 'We didn't bring any garments,' or, 'I don't know what a portfolio is,' and Tim has to tell them to leave. He was shocked by some people."
Viewers will get a gander at the good, the bad and the ugly during the season three premiere. For the first time, Klum says, viewers will see highlights from the casting process. We'll also catch up with some of our past-season favorites during "Where Are They Now?" segments in the season opener.
Speaking of favorites, one has to ask if Klum has any regrets about choosing not to go with a dress she had commissioned designer Jay McCarroll, winner of the original "Project Runway," to make for the Emmys. (Those of you who watched the "Project Jay" special on Bravo will know what I am talking about.)
"I have no regrets at all. I don't. I didn't believe in it. It was just not right for the occasion," Klum says, adding, "People who are fans of his were probably upset and all of that -- they didn't have to wear it in the end, I guess.
"They never saw it, either," Klum continues. "I have pictures of it. Maybe I should show people the pictures so they understand, but I really don't want to be quite that mean to him because I do believe in him, and I just think that he designs maybe different things more than red carpet-event stuff. This was a really, really big thing for me. We got nominated for an Emmy, it was six days after I gave birth, and I wanted something really more sophisticated, elegant -- and it just didn't fit for the occasion."
While fans of McCarroll's work might not agree with Klum's assessment, certainly rejection is part of the fashion biz, and Klum has faced her fair share. Case in point: When Klum was putting together the first season of "Project Runway," fashion's elite were not exactly begging to be involved. Klum says people in the fashion world were "suspicious" about the show.
"They are very serious about what they do," Klum says, "and with all the different reality television programs out there, they wanted to make sure it was good."
Given the reticence among those in the fashion world to get involved, Klum personally worked the phones, securing the participation of Kors, for one.
Now, of course, Klum doesn't have to work the phones because, well, everyone wants to be part of "Project Runway."
"People are calling asking to be a guest judge or on the show somehow," Klum says happily.
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