From left: Nicole Richie, John Varvatos, Elle Macpherson and Jessica Simpson
02/25/2012 at 12:55 PM EST
will be taking its style to the streets.
The NBC competition, which pits 14 unknown designers against each other for a chance to launch their collections, will put winning designs from each episode on the market for viewers to buy as soon as it airs.
"I don't want to find the next great designer," host and executive producer Elle MacPherson
says in a sneak peek
of the series, which premieres March 13. "I want to find the next great fashion icon."
Sitting at the judges's table: representatives from Macy's, Saks Fifth Avenue and H&M, who "will fight it out for the hottest designs" from the show to take to their stores.
But the true stars of the show might be the people on the sidelines
. Mentoring the designers
along the way: Jessica Simpson
, Nicole Richie
and John Varvatos.
"You can be a wannabe," Varvatos, a former Calvin Klein and Polo Ralph Lauren designer, says in the clip. "Or you can be an about-to-be."