Worldwide, the fashion capitals are Paris, New York and Milan. For Latin America, it's increasingly Miami.
The latest evidence: The Spanish-language version of the hit TV show, "Project Runway," will begin filming in Miami on July 11, bringing a new roster of burgeoning fashion designers with Latin flair to compete for a top prize against a backdrop of palm trees and Art Deco architecture.
"Project Runway Latin America "joins other local fashion events, such as Mercedez-Benz Fashion Week Swim, Funkshion Fashion Week Miami Beach and Miami Beach International Fashion Week, that lend Miami international fashion cachet.
"We're very excited," said Jack Alfandary, the show's Miami-based executive producer. "I think it (filming in Miami) will add a lot to the show, and we're super looking forward to it."
"Project Runway Latin America" will feature 15 designers, ages 20 to 35, from Mexico, Argentina, Chile, Colombia, Venezuela and Guatemala, culled from 2,000 applicants from all over Latin American, Alfandary said.
In a series of themed competitions, the designers will be pitted against each other to produce garments, which are then strutted out onto the runway as judges pick apart the designs and eliminate contestants, one by one.
Produced by the Miami-based Latin American headquarters of London-based FremantleMedia -- the largest content creation and television production company in world and producer of "American Idol"
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-- the show has all the same music, look and feel of the U.S. show. Last year's inaugural show was filmed in Buenos Aires.
Taking the role of host Heidi Klum: Mexican model and TV presenter Rebecca de Alba. Mentor Tim Gunn's position is filled by Argentine designer Mariano Toledo. One of the judges is renowned Venezuelan designer Angel Sanchez, and there will be additional guest judges.
Winner
Last season, Colombian Jorge Duque won the $20,000 top prize, a spread and cover in Elle Magazine Mexico and the chance to show his collection at Mercedes-Benz Fashion Week in Mexico.
Alfandary said that this year's prize is still being negotiated.
"Project Runway Latin America" will film at the Miami International University of Art & Design, at a private studio in Doral and places around the city, he said.
For the Miami fashion school, it's a chance to appear in the spotlight.
"I think it's fantastic," said Charlene Parsons, the school's department chair of fashion.
Contestants will stay in apartments near downtown Miami, and Alfandary said he hopes to shoot at the beach, at an iconic hotel, at an entertainment venue and in Miami Beach's Art Deco District.
"We're looking to show the color of Miami," he said.
That look -- a palette of bright colors, form-fitting dresses, sexy swimwear and breezy fabrics -- has molded Miami into the epicenter of fashion for Latin America.
"All the designers come here. They're much more comfortable coming here than to New York or other U.S. gateways," said Beth Sobol, president and executive producer of Miami Beach International Fashion Week, now in its 14th year and credited with boosting the presence of Latin American fashion in Miami.
"Many have homes here, have friends and family here, and it is much more of a friendly atmosphere to do business here," Sobol said.
Latin designers who got their start at Sobol's event and have risen in the fashion world include Silvia Tcherassi of Colombia, who has two stores in Coral Gables; Esteban Cortazar, also from Colombia, who now has his own collection; and Julian Chang, from Peru, who has a store and a showroom in Miami.
In Miami
"Project Runway Latin America" will shoot for five weeks in July and August, and one week in October.
It will air for 15 weeks throughout Latin America -- but not in the United States -- beginning in September. It will run on the Glitz cable network, formerly called Fashion TV, owned by Turner Broadcasting System.
The U.S. version of "Project Runway" is owned by the Weinstein Company and is not produced by FreemantleMedia.
Among other hit shows Freemantle has produced are "American Idol," "America's Got Talent," "The Price is Right" and the upcoming "X Factor," as well "Project Runway" in 15 countries, including Canada, Israel, Finland, Belgium, the Philippines, Turkey, the United Kingdom and South Korea.
In production
FremantleMedia's Miami office is in the sixth season of producing Idolos — the Brazilian version of "American Idol," after doing four seasons of Latin American Idol. And it is currently in production of Idol Puerto Rico, among other shows.
But this marks the first time that the Miami office has moved production of a Spanish-language show to Miami, said Alfandary, who is also senior vice president of sales for Latin America and the U.S. Latino market. The show will have a crew of up to 60.
"We are here and we felt that it was nice to do it where we are, it's easier to supervise," he said. "And we felt it would add some nice elements to the production. Miami is ... the capital of Latin America, and everyone wants to come here."
Fashion is also an industry that the Beacon Council, Miami-Dade's economic development agency, is trying to expand.
Other shows
"Project Runway Latin America" joins a litany of Spanish-language shows -- mostly telenovelas -- that have chosen Miami as their filming destination.
Dozens of English-language reality shows have also focused on Miami, such as "Jersey Shore and "Miami Ink."
Another 20 reality shows have at least partially shot here just since the beginning of this year, said Jeff Peel, director of the Miami-Dade Office of Film and Entertainment.
Such shows, he said, act as a "picture postcard for our community."
"'Project Runway' is clearly a very upscale and iconic kind of a show," Peel said. "So having the Spanish-language version of that show is a major event for us."