Glamour iPad App Reality Show

Courtesy of Glamour

Teen Vogue had "The Hills," Elle had "The City," and now Glamour has leaped into the reality world, with its very own program launching today exclusively on iPads.

There are four original episodes (each lasts 10 to 12 minutes) of "Glamour Girls," available for download within the Glamour iPad app. They follow Glamour girls Sarah, Jenna, Anda and Masha in a vaguely contrived narrative as they race to put together the magazine's spring ad campaign in just 48 hours.

Sarah is the magazine's events manager, Jenna is a Glamour alum called in last-minute to help book bloggers for the shoot, and Anda and Masha are blogger-stylists (we didn't know such a job existed!) tapped to style the campaign.

Leslie Russo, the magazine's associate publisher, refers to the series as "Mary Tyler Moore" meets "The Hills."

While all four women are reality-television picture perfect, they have relatable Glamour lady problems. Sarah is worried about her event being good, given that "they only remember the bad events." That is entirely true.

"Glamour Girls" is also an experiment in integrative advertising. Viewers can pause the show and shop the looks, exclusively from Gap, at any point during the program.

The show is available as a free download within the Glamour app on iTunes starting this week. "Glamour Girls" is the second iPad experience the magazine has created and is tailored to the millennial generation of ladies who live, breathe and shop online. It's fun, vaguely voyeuristic and even with it's harried pace, seems a little more real than the usual scripted reality.