Kiss rocker Gene Simmons is producing a new reality Tv series titled Ugly Models, centering on a British agency which represents unique-looking men and women.

The musician is behind the new programme for America's Lifetime network, which will document a U.K.-based agency as it makes the move to the U.S. and adapts to a different market.

The agency represents "character models with unique and unusual looks", and goes by the motto: "Any beauty can be airbrushed but we want to have true character."

Besides the seven seasons of his own family reality Tv show, Gene Simmons Family Jewels, the Kiss star and his bandmate Paul Stanley have also collaborated on a series focusing on the arena football team they own, the L.A. Kiss, which is set to premiere in America this summer (14).