On many episodes of “Project Runway All Stars” Season 7, which airs its final episode Wednesday on Lifetime, the host and judge Alyssa Milano has announced that the week’s winning design will be sold on JCPenney.com the following day.

Except that’s not true. Viewers who are looking for a ready-to-wear version of a winning look from “Runway” veterans like Dmitry Sholokhov or Irina Shabayeva are presented with a message on the department store chain’s website that the collaboration with J.C. Penney has been discontinued.

“Season 7 of ‘Project Runway All Stars’ was taped well before our collaboration with the show ended, and we were unaware that the season would begin airing in January 2019,” the company said in a statement via email. “Because of this unfortunate turn of events, J.C. Penney no longer had the agreement in place to produce or sell the winning looks.” Legally, the company says it couldn’t produce the designs.

The back story to J.C. Penney’s ghost sponsorship of the season involves the franchise’s producers, the Weinstein Company. Under the terms of the branding partnership, which began in the summer of 2017, the retailer would be the exclusive partner for two “Project Runway” seasons and “All Stars” Season 7, selling branded women’s clothing and producing versions of designs from winners and challenge episodes.