Nicole Richie’s latest project could help make her an even bigger name in Asia…

The 30-year-old part-Mexican television-personality-turned-fashion-designer will serve as a mentor on the fashion competition series Fashion Star, which will premiere across 20 countries in Asia on DIVA Universal following its bow on NBC in mid-March.

“The Fashion Star format is one-of-a-kind in reality fashion entertainment and an exciting addition to DIVA Universal’s strong line-up of new shows this year,” said David Gunson , Universal Networks International’s VP Channels, South East Asia. “Fashion Star will greatly appeal to DIVA Universal’s female audience with its fresh format and high entertainment values.”

Along with Richie, the Elle Macpherson-hosted series will feature Jessica Simpson and John Varvatos as mentors to 14 unknown designers, each competing to win the show’s prize: $6 million worth of orders for clothing lines in H&M, Macy’s and Saks Fifth Avenue.

Each episode of Fashion Star will feature a runway show complete with musical performances, dancers and models shot in front of a live studio audience. The contestants will be faced with a weekly challenge. Immediately following the episode, the winning designs will be available on the Web and in U.S. stores.

“Fashion Star brings together top undiscovered designers, celebrity mentors and influential retailers in an exciting, new television format that the world has never seen before,” said John Pollak, Electus International’s President. “With this new series, audiences will finally have the opportunity, not only to watch, but to actively participate in building the world’s next major fashion brand.”

The 10-episode unscripted series will premiere on NBC on March 13th.