Season 10 of the Lifetime hit show 'Project Runway' will premier this Thursday July 19, 2012.

The host and model Heidi Klum have been busy preparing for the new season and promoting the 'Project Runway' book.

The fashion reality show 'Project Runway' series on Lifetime Television focuses on fashion design. The contestants compete with each other to create the best clothes in a limited amount of time, style theme and creative materials. Special judges will critique each contestants designs and each week one or more designers will be eliminated.

This year's contestant will be vying for $100,000 from L'Oréal Paris to start his/her own line, a fashion spread in Marie Clair magazine. a 2013 Lexus GS 350 and a $50,000 technology suite by HP and Intel to create his/her own vision and run his/her business.

The designers will partner with this years retail sponsor Lord & Taylor, winner of the show will sell their designs exclusively at the store. The 'Project Runway' show is going back to the original concept of department store retail.

The winner of the 10th Season will have their designs sold at Lord & Taylor, there will also be a "fashion challenge" at Lord & Taylor's New York Fifth Avenue flagship store, airing August 30th.

According to statement by Lord & Taylor, the partnership with Project Runway is seen as a "comprehensive integrated marketing program."