Project Runway

Back in 1999, after Will & Grace's successful first season, NBC thanked the show's stars with matching Porsches. So how did Bravo (which is owned by NBC Universal) reward Heidi Klum, 33, for turning Project Runway into a pop culture phenom this year? ''I got a nice smelly candle,'' says the supermodel host.

We forgot — Runway's on cable. But with season 3, the addictive reality show — in which aspiring designers create couture out of household accessories, recycled trash, and, eventually, fabric — hit its strut creatively and broke free of its cult-fave status. The October finale drew 5.4 million viewers, Bravo's biggest audience ever. ''Some people say, 'I'm sorry to tell you I've never seen the show,''' reports Runway's menschy mentor, Tim Gunn, 53. ''I say, 'Unless you're willing to get completely sucked in, don't'.''

Those pulled into the Runway vortex were treated to exceptionally talented heroes and villains, including the bad boy (neck-tattooed former addict Jeffrey Sebelia, 36), the lovable sweetheart (German party girl Uli Herzner, 35), the soft-spoken underdog (Michael Knight, 28), and the no-nonsense mom (architect Laura Bennett, 43, who falsely accused Sebelia of cheating). The finale brought titillating controversy as well, when Sebelia's daring collection won over Herzner's singularly wearable work. ''We're watching as fashion professionals, not as consumers,'' explains designer and blunt Runway judge Michael Kors, 47, who rated the collections with Klum and formidable Elle fashion director Nina Garcia, 38. ''What Uli does...is very marketable,'' adds Sebelia. ''But if greatness were a measure of number of sales, then Wal-Mart designers would be great. Uli will probably make more money than me.'' Herzner shrugs: ''Sometimes second is better than first.'' —Dave Karger