On a recent weekend, I was feeling relatively slothful and ended up binge-watching the first season of Making the Cut on Amazon Prime. My understanding is that Making the Cut is basically a show where Heidi Klum and Tim Gunn decided to take their toys and go home (or at least to another platform) after leaving Project Runway. I haven’t seen Project Runway since college, so my memories of that show are vague but I think the main differences here is that this show has more of an international focus because it’s seeking fashion designers/entrepreneurs who will become the Next Big Global Brand. Or something.
And obviously, it also has a lot of Amazon-related tie-ins. Product placement in a show is always a bit sketchy but here I’m really not sure if it does the designers any favors to have the more accessible looks they create made available on Amazon. Buying clothes on Amazon is a notoriously huge gamble. Some people I know have been able to find nice stuff on there. Meanwhile, every piece of clothing I’ve ever bought on that site has been crap. I’m sure the intended effect of having these designers’ clothes available on Amazon (other than to give the designers more exposure) is to elevate Amazon’s reputation as a seller of clothing. Instead, I feel like the designers kind of suffer by the association, at least in my mind.
Anyway, that’s not why we’re here. We’re here because I want to talk about Making the Cut as an example of creative research.