If the segment includes a fashion editor/advisor from a magazine, the clothing and accessories featured are advertisers for the magazine, not paying GMA directly (to my knowledge).

I did a little freelance on the magazine side, putting packages together to show the fashion labels what coverage the magazine was able to get. I have know idea if this cost extra or it was more of a incentive to purchase bigger ad buys in the magazine. This was nearly a decade ago, but at the time I don't believe the morning shows were paying labels or the fashion consultants, it was more of a quid pro quo.