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Source all images: Amazon Studios
With the new casting show Making the Cut, Amazon is expanding its fashion activities extensively and starting the competition on March 27, 2020 on its own streaming channel Amazon Prime Video. For the digital group, Making the Cut not only pays for the entertainment offer, but also for the fashion business with an e-commerce component. This allows viewers to buy individual winning outfits during the Making the Cut episodes. Making the Cut also raised the prize money significantly to one million dollars and the winner may be able to publish their own fashion brand on Amazon.
After 16 episodes as Project Runway judges in the USA, Heidi Klum and Tim Gunn, who also produced the series, have with Making the Cut entered into a new partnership with Amazon and are transferring this idea to the digital age. However, the two do not moderate the show as hosts and judges alone, but have put together a completely new judges team that can hardly be surpassed in terms of media-reach, stardom and glamor. The judges of Making the Cut are: Heidi Klum, Naomi Campbell, Nicole Richie, Joseph Altuzarra, Carine Roitfeld and Chiara Ferragni. The latter in particular, with its currently around 19 million Instagram followers, will cause an enormous sensation for the casting show.
All stars and young designers are fighting for the million dollar prize money in Making the Cut. A total of twelve international fashion designers compete against each other at the new casting show. Their names in alphabetical order are: Sander Bos, Rinat Brodach, Ji Won Choi, Jasmine Chong, Jonny Cota, Martha Gottwald, Troy Hul Arnold, Joshua Hupper, Esther Perbandt, Will Riddle, Sabato Russo and Megan Smith. All stars and fashion designers have to perform design tasks in different cities all over the world and convince the fashion and model world of their skills. A changing jury selects all the best creations at the end of each episode of Making the Cut. Likewise, after each show, all stars are subjected to an evaluation and the participants who were the least convincing have to leave Making the Cut.
Amazon Prime will bring the 10 episodes of the designer castingshow Making the Cut live on the video platform between March 27 and April 24, 2020. From the start date, two episodes of Making the Cut will be released every Friday on Amazon Prime. The season finale is scheduled to go online on April 24. Making the Cut will not be available on other streaming services such as Netflix, Hulu, Apple TV or Youtube due to the exclusivity on Amazon Prime.
The setup that the winners in Making the Cut are rewarded in the show and that their outfits can immediately afterwards be bought in the Amazon Prime Shop is the big difference to other shows and the strategic opportunity that the online retailer has. By selling the designs of the winners from Making the Cut, the online retailer creates the interface between the new streaming format and the core business of online retail. The mail order company advertises that Making the Cut is the first buyable streaming show in the world, because Amazon Prime viewers can buy every winners look of each episode in a specially created online shop. And contrary to what you would expect from top designer clothing, the winning outfits of Making in the Cut will cost under 100 dollars, be delivered in sizes XXXS to XXXL and therefore will certainly be within the size, budget and taste of the target audience.