2 l March
22 - 28, 2020
Northeast Oregon TV Weekly
Fashion design meets retail
on Amazon’s
BY GEORGE DICKIE
‘Making the Cut’
It seems a no-brainer that a fashion competition series would
make its winning creations available for sale online. But in the case
of Amazon’s “Making the Cut,” the retail infrastructure was already
in place.
Premiering Friday, March 27, the 10-episode reality show brings
12 designers to three of the world’s fashion capitals – New York,
Paris and Tokyo – to face challenges designed to test their design
skills and their ability to run a business. In each episode, they’ll
be tasked with creating one avant garde concept and one more
mainstream design. The winning entry in the latter category – as
determined by judges including Naomi Campbell, Nicole Richie,
Joseph Altuzarra, Carine Roitfeld and Chiara Ferragni – will then be
sold on Amazon’s “Making the Cut” store for $100 or less.
The season finale victor receives $1 million to invest in their
brand and the opportunity to create an exclusive line for Amazon.
It’s an idea that has hosts, executive producers and former
“Project Runway” mentors Tim Gunn and Heidi Klum ecstatic
over the possibilities, as they told a recent gathering of journalists in
Pasadena, Calif.
“For the first time, finally our audience can shop so, it’s great.,”
Klum says. “It’s a win/win situation I feel like for everyone. That
was very important for me that we’re going to go with a company,
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such as Amazon, versus other companies, in order to have that
component for these designers, because that was never possible
before. You see something, you want it, but you can’t have it. So
here, you have a winning look every week and people can buy it
around the world.”
“And to be perfectly blunt,” Gunn adds, “ ‘Making the Cut’
wouldn’t have happened without ‘Project Runway.’ ... I would say
that ‘Project Runway’ is the undergraduate program and ‘Making
the Cut’ is the graduate and Ph.D. program. In ‘Project Runway’
we talk about how a sleeve is set into a bodice. You don’t hear a
conversation like that happening on ‘Making the Cut.’ It’s more
about how does this mini-collection you’ve designed for this
particular episode’s assignment ... fit into your larger view of your
brand? And it really is about finding the next global brand. And we
do.”
Both hosts point out that “Making the Cut” will be more
egalitarian in that its designs will not be just for people of a certain
size but all sizes.
“It should be everywhere,” Klum says. “Not just on this show, it
should be everywhere,”
“And it’s seamless,” Gunn says. “We don’t address it other than
the fact that you see it visually in who the models are.