Bravo is capitalizing on the popularity of “Project Runway” by selling the show’s fashion creations on the Web.
Season two winner Chloe Dao is designing a carry-on bag emblazoned with “Carry On,” one of the show’s slogans.
The network is working to get celebrities to carry the bag. Two versions will be sold exclusively on Bravotv.com: a leather one for $595 and a canvas version for $95.
“I think we’re going to sell a lot of them,” Mr. Klarman said.
The “Runway” products are an attempt to build on Bravo’s past success selling clothes. The network sold nearly 2,000 “Top Chef” shirts with an “I’m not your bitch, bitch” imprint.
Bravo is also launching Runway Radar, a fashion-shopping service based on recommendations of this year’s contestants. Runway Radar will link to sites where the items can be bought, including Macy’s, a sponsor of the show. Bravo doesn’t get a percentage of any sales Runway Radar generates.