Style queen or marketing dream?
Dannii Minogue – Style Queen
ITV2, Wednesday August 4th, 9pm
Rating: 
You know what there’s just not enough of these days? Observational documentaries that follow the fortunes of a celebrity as they desperately promote all of their latest services and or products. And who would have thought ITV2 would be the channel to be peddling such exciting and innovative broadcasting?
That’s right, hot on the heals of myriad Peter Andre and Katie Price spin-off ob-docs on ITV’s second station, it’s Dannii Minogue’s turn to get her hour in the sun.
“I’m Dannii Minogue and this is the story of the most incredible six months of my life … They say it never rains, it pours, and that’s how it feel for me right now as my life has taken an extraordinary turn …”
And so it begins, the longest advert since the BBC made that three part ‘documentary’ about John Lewis.
What’s Dannii up to then?
Well, she’s launching a fashion label, er, she’s got a perfume available for sale, she’s promoting her TV presenting credentials (as the X Factor won’t last forever), oh, and she’s re-launching her music career … and to top it all off, she’s pregnant – well, at least the baby isn’t for sale.
“Over the next 3 weeks I want to show you the real me.” she claims in the voice-over at the start of the show … but five minutes into the programme, you get the feeling that might not be entirely true.
OK, let’s start at the beginning – Dannii seems like quite a nice woman, and her partner Kris (who barely speaks in the first episode) also seems like a good guy. I wish them well with their new baby and every success for the future – but this TV show doesn’t really tell you anything about them as people – just what you can buy into, and there’s something for every budget.
The Vogue readers amongst you will be pleased to find that Dannii and her ‘best friend’ (the suitably posh and English) Tabitha are launching a clothing range together – named after Dannii of course – “Project D’. Viewers are treated to the excitement of an order arriving late in a snowy London. Tabitha has all sorts to do, but where is Dannii? Oh, she’s in Australia for Christmas.
On the other side of the world, Ms. Minogue is in a shop buying Ugg® boots.
“In England everyone wears them [Ugg® boots] out which is quite disturbing” says Dannii, surrounded by well marked boxes of the Australian product.
A startling coincidence then occurs as Australian cricket legend Shane Warne wanders into the Ugg® boots boutique (a place he probably always hangs out), says hi and then wanders off again. It looks a lot like a cameo … but it can’t be, because this isn’t staged, it’s “the real Dannii”.
“I know he’s a global superstar, but back to more important things” says Dannii as she gets back to her Ugg® boot shopping.
Off to the airport, it’s time for Dannii and partner Kris to announce to the world (via Twitter) that they are expecting a baby. The sweatshirt that Kris is wearing (and Dannii holds up to the camera) says ‘I love Melbourne’ on it, but instead of the traditional heart symbol, the t-shirt appears to carry the Addidas three leaf symbol … I thought nothing of it. Although later in the show, after 16 members of an all girl choir kiss him in a TV studio, Kris holds up a can of Diet Coke and says, “This stuff really works.” – just a joke I guess?
Those of you who can’t afford couture ranges or branded clothing will be plaesed to know Dannii is restarting her music career, and you’ll be surprised just how much effort goes into making her tracks.
“A day to record it, a day to make a video – that’s enough to make a record out of it” says her record producer as Dannii opts to sing a song by 2008 X Factor contestant Ruth Lorenzo. They get together a couple of times in the episode before knocking out the track, “You’re Beautiful” whilst leaning against a radiator in the record producer’s house.
There aren’t many shows where the ads come as light relief to the rampant commercialism exhibitted within the meat of the programme, but this is definitely one of them.
Next week, we’re promised a holiday to South Africa for Dannii and Kris, more on the launch of Dannii’s fashion label, even more X Factor cross promotion … and we’ll get to see Kylie … I can hardly wait.
Dannii Minogue style queen is a great show from what i’ve seen so far she’s just a genuinley lovely, fun person and i’m glad people can see it through this, and people may say shes using it to advertise her fashion line ? well thats clever of her seeing as she’s being paid for it.
like the other comments say if you don’t like it don’t watch & if you don’t want to buy her dresses don’t.
I think its great we get to see her behind the scenes, so much has happend in her life people say it’ll be boring because she’s so nice but I think its refreshing not to have someone like Kerry or Katie Price ranting on our screens.
A few points about these comments:
Ianw – If you carefully re-read the article itsays that her clothing range is called Project D. I think we can safely assume that the ‘D’ stands for Dannii. Can we not..?
Becca – You mention that her products wouldn’t sell if she didn’t promote them on this show, but doesn’t that make this show an infomercial? In other words, an advert? And if so, do you want the TV shows you watch to be adverts? I was in Australia a few years ago and their This Morning equivalent was one long infomercial with no editorial opinion.
The point is that the more of these sort of shows we watch, the more product plugs and adverts we will have shown to us, and the fewer REAL life views and therefore editorial integrity. I understand that celebrities are often role models but you have to ask yourself, why do Dannii and others like her WANT to show you their real lives?! The most obvious answer is to sell you things. And that betrays their fans’ confidence. Or it would if they could see through the facade.
Why can’t Dannii be more honest and say, “I’m here to show you the real me and (perhaps with a slightly embarrassed but endearing smile) I’m going to plug some of my products”?
I’m sure you’re both intelligent people and can see that she is using the show for this purpose, but what about more vulnerable people who end up spending money they don’t have on things that they are shown in this show and doubtless others like it?
Just a coulpe of points to note, firstly Kris isnt Dannii’s husband and secondly the collection isnt named Dannii but Project D, I think people should get their facts right really.
I for one will definately be watching, I have loved Dannii since she was in Home and Away, reading that review will not stop the loyal Dannii fans out there from watching.
I second what the previous person has said, if you dont like then dont watch!
I think the show looks really good, yes Kris does seem quiet but he’s not a celebrity as such and it’s Dannii’s show not his so he’s probably just letting her get on with it.
I think it does show a different and REAL side to her but i don’t think many people actually fully relax infront of a camera anyway.
Yes she is showing her products throughout the show and they are getting promoted but most celebrities do it because otherwise their perfumes and music just wouldn’t sell, she’s just doing what other celebrities do but she’s not rubbing her products in the viewer’s face,it’s featured in the programme but it’s about her and Kris and their baby as well as just her career.
She has got a fashion label out, and perfume etc etc but that’s her work, she makes money just like everybody else does but it’s just different from how many other people work. I respect her, she’s making money and she’s enjoying what she’s doing.
She is re launching her career because it’s something she loves and it’s very brave of her after the criticism she got last time just because she wasn’t as good as Kylie.
If you haven’t guessed already i will be watching the show and i hope it does well.
I do respect your opinion, don’t get me wrong but i’m just giving another side to the show and how i see it.
And if you don’t enjoy it, then don’t watch it next week