'House of DVF' on E: Designer Diane von Furstenberg Joins Reality TV

Will they be in -- or will they be out? That's the "Project Runway" question that will be asked of eight contestants on "House of DVF," a reality-TV show debuting on the E! Entertainment channel Sunday night at 10, EST, starring iconic designer Diane von Furstenberg, reports Women's Wear Daily. The contestants will compete to be von Furstenberg's brand ambassador, and "House of DVF" will join the channel's "Keeping Up With the Kardashians" and "Fashion Police."

Although she's famous for her 1970s wrap dress, which paid homage to working women and their need to be stylish without spending too much time getting dressed, von Furstenberg is not calling it a "wrap" or her career just yet. To give an indication of how long DVF has been in the industry, the wrap dress had its 40th anniversary this year.

"House of DVF" will follow the candidates as they plan press lunches and work on von Furstenberg's spring 2015 fashion show during New York Fashion Week, and along the way, DVF style editor Jessica Joffe and creative brand director Stefani Greenfield mentor them.

The 68-year-old designer had been approached to participate in many reality television shows before, but E's offer was the only one she was interested in.

“All of the ideas were so awful and tacky, so I said no,” von Furstenberg told the Daily Beast. “I am not a big fan of those types of shows because I always thought they objectified women and make them feel like the bitch wins and plastic surgery makes you happy, and that is not at all what I believe. The only way I would do it was if it was real, and as a result, it’s informative, fun and glamorous, and I managed to pass some empowering messages on to young women, which is what matters to me."

Her memoir, “The Woman I Wanted to Be,” was published by Simon & Schuster and released Oct. 28.