Bravo bags new shopping show

New reality series set in Fred Segal store

By JON WEISMAN

Bravo is going boutiquing near the Southern California coast with the development of a reality series based on the luxury Fred Segal store in Santa Monica.

The untitled skein will focus on both the customers -- a number of them touted to be celebrities -- and salespersons who frequent the shop, not only for commerce but also for a kind of informal therapy.

"The fashionistas who work, shop and gossip at the store promise to have arresting, entertaining (and) colorful personalities and lives," Bravo Media EVP and GM Frances Berwick said.

Target Entertainment is producing the project with Jenny Daly and Gunnar Wetterberg as exec producers.