The Unseen Backlash: Why The Project Runway Season 10 Winner Caused A Major Fan Controversy

The Project Runway Season 10 finale remains one of the most divisive moments in the show's history, sparking a controversy that continues to be debated among fashion enthusiasts over a decade later. The decision to crown Dmitry Sholokhov as the winner over the avant-garde aesthetic of runner-up Fabio Costa ignited a fierce debate about the show's true purpose: is it meant to find a designer with impeccable technical skill and commercial viability, or one with a truly unique, visionary perspective? As of December 2025, the conversation still highlights a fundamental clash between ready-to-wear polish and conceptual artistry.

The core of the Season 10 controversy centers on the final collections presented at New York Fashion Week. While Dmitry Sholokhov delivered a collection praised for its precision and sellability, many fans and critics felt the judges—Heidi Klum, Michael Kors, and Nina Garcia—missed an opportunity to reward the more boundary-pushing, emotionally resonant work of Fabio Costa, leading to a decision widely viewed as safe and predictable. This season also marked a significant turning point as it was the last to feature Michael Kors as a full-time judge.

Dmitry Sholokhov: The Man Behind the Two-Time Win

Before diving into the finale's controversial result, it is crucial to understand the winner’s background and design philosophy. Dmitry Sholokhov is a Belarusian-American fashion designer known for his sophisticated, architectural, and technically flawless approach to design.

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• Born: February 23, 1980
• Origin: Eastern Europe (Belarusian-American)
• Early Career: Was a professional ballroom dancer in his teens, a background that informed his focus on movement and structure in clothing.
• Project Runway Wins: Winner of Project Runway Season 10 (2012) and a two-time champion, having also won Project Runway All Stars Season 4 (2015), solidifying his reputation as a master technician.
• Design Aesthetic: Specializes in elegant, modern ready-to-wear with a focus on sharp tailoring, clean lines, and geometric details.

Dmitry's consistent performance throughout Season 10, marked by his exceptional craftsmanship and ability to execute complex ideas, made him a formidable competitor. However, it was this very consistency that became a point of contention in the finale, where some argued his collection lacked the necessary "wow" factor to be truly groundbreaking.

The Clash of Collections: Technical Skill vs. Conceptual Vision

The controversy of the Season 10 finale boiled down to a direct comparison between Dmitry’s and Fabio’s final collections. The judges were tasked with choosing between two vastly different design philosophies, and their final choice revealed their preference for a commercially viable future over an artistic one.

Dmitry Sholokhov's Winning Collection: "One Shoulder Sleek"

Dmitry’s collection was a masterclass in construction. It featured a muted palette—black, white, and a touch of red or a pale pink—and was defined by sharp tailoring, intricate seaming, and his signature architectural details.

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• Judges' Praise: The panel, particularly Michael Kors and Nina Garcia, lauded Dmitry's technical precision, the impeccable fit of his garments, and the overall polish of his presentation. His collection was deemed the most "ready-to-wear" and commercially viable, possessing a clear, sophisticated brand identity.
• Fan Critique: Many viewers found the collection safe and, at times, repetitive. Critics on social media and forums felt that while the clothes were beautiful and well-made, they were not a bold step forward in fashion. The consensus among the disappointed was that the collection was a "letdown" for a finale, lacking the innovation expected of a winner.

Fabio Costa's Runner-Up Collection: The Avant-Garde Alternative

Fabio Costa, the runner-up, presented a collection that was the antithesis of Dmitry’s. His work was conceptual, fluid, and focused on an emotional narrative, often described as "drapey" and "flowy."

• Fan Praise: Fabio’s collection was hailed by many as having the strongest vision of the season. It was praised for its unique use of color, texture, and silhouette, embodying an avant-garde spirit. Fans argued it was the only collection that truly felt like a "next big name in fashion" moment, deserving the win for its artistic bravery.
• Judges' Critique: The judges, while acknowledging Fabio's vision, expressed concerns about the "wearability" and "commercial appeal" of his garments. They questioned the marketability of his more conceptual pieces, ultimately prioritizing Dmitry's polished, sellable aesthetic. This critique fueled the controversy, as fans felt the show's focus had shifted too far from pure design innovation to mass-market appeal.

The Michael Kors Factor and the Legacy of the Judging Panel

Season 10 holds a unique place in Project Runway history as it was the final season where fashion icon Michael Kors served as a full-time judge. His presence, alongside the unwavering standards of Nina Garcia and the host Heidi Klum, heavily influenced the decision-making process.

The controversy is often seen as a reflection of the judging panel's priorities at the time. Kors and Garcia, representing the established fashion industry, consistently emphasized technical execution and the ability to produce a cohesive, profitable collection. Dmitry’s work aligned perfectly with this "safe bet" criteria. The decision suggested that the show’s ultimate prize was for a designer who could immediately step into the ready-to-wear market, rather than a visionary who might need more time to develop a commercial strategy.

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The fan backlash, however, highlighted a desire for the show to champion risk-takers. The debate echoes a perennial conflict in the fashion world: the tension between art and commerce. By choosing Dmitry, the judges definitively sided with commerce, leaving a vocal segment of the audience feeling that true artistic merit had been overlooked in favor of technical proficiency.

The Lasting Impact: Two Wins, One Enduring Debate

Despite the initial controversy, Dmitry Sholokhov’s career trajectory has, in many ways, retroactively justified the judges’ decision. His subsequent win on Project Runway All Stars Season 4 proved his enduring talent and technical dominance in a competitive format.

However, the Season 10 finale remains a key reference point in discussions about questionable reality TV judging. It continues to serve as a litmus test for fan preference: are you Team Dmitry, valuing technical perfection and commercial savvy, or Team Fabio, championing conceptual design and artistic vision? The enduring nature of the debate ensures that Project Runway Season 10 will always be remembered not just for its winner, but for the visionary who almost was, and the fundamental question it posed about the future of American fashion. The controversy underscores that in the world of high fashion, the line between a technically perfect garment and a truly groundbreaking one is always subject to fierce, passionate debate.