Whether it be a fashion magazine or fashion designer, notable people and company from the industry are turning to film and television when the pages and clothes aren’t selling.

Cue Max Azria, whom we all knew was headed down this path after he helped Miley Cyrus and Wal-Mart out.

Where is he headed? Where the beautiful people are, of course! Azria will be joining the list of The Beautiful Life guest stars, which recently includes Nina Garcia

The CW show, along with older sister Gossip Girl, has pulled in a myriad of familiar designers. The show, created by Ashton Kutcher (come on, you know that it’s going to be awful with his name and Mischa’s attached to it), airs September 16.