Lifetime released the key art for the latest season of “Project Runway” Tuesday and after 12 times out, it’s not leaving anything on the… well, it’s not leaving anything on, period. Taking promo for the long-running show to a provocative new level, creative agency Ignition Print’s design drew inspiration from the lavish, layered costumes of revolutionary France, at least on those folks appearing in the poster who are actually wearing clothes.

“The gold courtly setting, complete with details like a scissor throne, needle scepters and spool columns, evokes Versailles and provides the perfect environment for fashion’s royalty,” said Emmett James, VP and creative director of Ignition Print. “The challenge was to create provocative, eye-catching art that gets people talking about a show entering its 12th season. To achieve these ends, we laid bare, literally, “Project Runway’s” hottest season yet with a main poster sure to turn on fans old and new. Several living, breathing nude mannequins recline at Tim Heidi’s feet, waiting to be dressed by the king and queen of fashion.

Season 12 of “Project Runway” premieres July 18. Its ratings have fallen in recent years, and it will be interesting to see how a campaign focused more on the sweaty bodies themselves than the artists who dress them will affect viewership.

“We consider ourselves extremely lucky to work with a client like Lifetime who is always up for pushing the boundaries when presented with a challenge like this,” said James.

Client: Lifetime Networks

EVP & GM: Rob Sharenow

SVP, Marketing Creative & Brand Strategy: Tim Nolan

SVP, Brand Creative: Valerie Albanese

Sr. Creative Director, Print: Aaron Day

Agency: Ignition Print

VP & Creative Director, Ignition Print: Emmett James

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