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RE-FASHION 1600 900 Dopamine


Mexico, Monday, July 24, 2023


ITV Studios has inked a deal with Mexican production studio, Dopamine, to help develop their upcoming fashion competition Re-Fashion.


The format was one of eight projects selected for the C21 Global Entertainment Format Pitch at Content London in 2022 which was sponsored by ITV Studios.

ITV Studios is supporting Dopamine by giving them access to their world-class expertise and format experience as Re-Fashion is rolled out internationally.

As part of the deal, ITV Studios will become part-owners of the IP on commission.

Ella Umansky, Vice President of the Global Creative & Production Support at ITV Studios, said:Were very excited about the potential of  Re-Fashion as a format. We know that finding ways of manufacturing sustainability is one of the most pressing issues of our time. Re-fashion promotes that cause and is sure to capture the attention of viewers.”

Dopamine’s CEO, Fidela Navarro, noted that: It is important for an independent Mexican studio such as Dopamine that ITV has bet on the international potential of our paper format. This is the first time we co-developed an unscripted with such a prominent British partner and we are extremely happy”.

RE-FASHION is an exciting new fashion competition show, in which 12 fashion designers face off in eight creative challenges where they must show that recycling is glamorous.

A nation-wide recycling campaign will collect pre-loved clothes and fabrics to be transformed into unique and fabulous creations by the contestants.

Each week, the designers must create an outfit using a different type of recycled clothes, with runways taking place in iconic spaces al over the country and the outfits reimagining the stories of the donated materials. The garments will be judged by a three star panel featuring two renowned fashion celebrities and an additional guest that will vary in each episode. The winner will earn the title of the trendiest and most sustainable designer of the nation!


About Dopamine

We have 5 business units (Originals, Entertainment, Co-productions, Film and Services) We are the production company of the tv series Hernán (2019), an epic, ambitious and high budget drama about the arrival of the Spanish conqueror Hernán Cortés in the territories that are now part of Mexico, which premiered on Amazon Prime, History Channel and TV Azteca. We also produced the family drama Amarres (2019), and the dark comedy Búnker (2021) Emmy-Nominated. We created and developed the thriller Tu parte del Trato (2019) and recently released our first unscripted format, the dating show 40 No es nada (2021) for HBO Max / Warner Media.

We co-produced our first English-speaking series, Close to me (2021) with NentStudios UK, the youth series Camp Newton (2022) for Disney with Grupo Secuoya and the workplace comedy Supertitlán (the adaptation of the American format Superstore) with Universal Studio Group (2022).

 Currently, our first US film Home Delivery (2022) is being filmed, in co-production with Les Spoirs, and two of the most ambitious original series in Mexico and Spain are underway: Cóyotl (2023, HBO Max) and Reina Roja (2023, Amazon Prime), respectively.

The format was one of eight projects selected for the C21 Global Entertainment Format Pitch at Content London in 2022 which was sponsored by ITV Studios.

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