Fred Segal store set for reality series

Bravo series will document Santa Monica location

On the heels of announcing its biggest programming slate ever, Bravo has one more new project adding to its fashion-savvy lineup -- a reality series set in a Fred Segal store.

The show in development will document the daily drama at the high-end retail outlet's Santa Monica location.

"Bravo has established itself as the go-to network for the hottest, trendiest and most dramatic docu-series on television," said Frances Berwick, executive vp and general manager at Bravo. "Fred Segal is a legendary retail haven synonymous with high fashion and style, and the fashionistas who work, shop and gossip at the store promise to have arresting, entertaining, colorful personalities and lives."

The show will focus on the oft-stressed and competitive sales team as they cater to well-to-do customers who demand the latest in clothes, shoes, accessories and beauty products.

The untitled Fred Segal docu-series is produced by Target Entertainment. Jenny Daly and Gunnar Wetterberg serve as executive producers, developing the series for Bravo.

Last week, Bravo unveiled four new reality shows in the fashion, design, cuisine and real estate world while announcing it is venturing into scripted programming for the first time.