Amazon Prime Video on Friday announced a new reality fashion series from Heidi Klum and Tim Gunn of "Project Runway" fame.
The still-untitled new show will premiere globally in over 200 countries and territories at an undisclosed time, according to an Amazon press release emailed to Retail Dive.
Amazon Fashion will also create a shoppable experience for viewers of the new show, according to the release.
Amazon's Prime members, (which, according to CEO Jeff Bezos, now number some 100 million globally), in addition to a range of exclusive private labels and free two-day shipping, have access to the e-commerce giant's streaming entertainment service. The new Klum-Gunn show will therefore reach an even wider audience than did "Project Runway," according to Amazon Studios chief Jennifer Salke.
“Heidi Klum completely changed the television landscape by developing a competitive reality fashion series that was unproven and different from what was popular on-air," she said in a statement. "The show became wildly successful, and in turn Klum and Tim Gunn have become an iconic pop culture duo. Their drive to deliver fashionably entertaining, engaging and trendsetting content speaks for itself."
She likely hopes the show will do better than Amazon's first foray into such programming. The e-commerce giant previously attempted a streaming fashion show, "Style Code," but canceled it after just 15 months. "Style Code" ran live weekday evenings, with a best-of show on Fridays, and featured Lyndsey Rodrigues (who has hosted MTV's "Total Request Live"), Rachel Smith (a correspondent for ABC News for "Good Morning America" and "Nightline") and Frankie Grande (a television personality and theater actor known for appearing on CBS's "Big Brother" reality show and the Broadway musical "Rock of Ages").
Like the new show, "Style Code" was also a combination of content and shoppability, a digital update of sorts of television-based home shopping programs like HSN and QVC. Those two banners, owned by Qurate Retail Group, represent the lion's share of the sector and helped make their parent revenue of $10.4 billion in 2017.
Unlike most of Amazon Prime Video's original content, "Style Code" was not limited to the company's Prime members, which was seen as important to the e-tailer's aggressive push into the apparel space, but the new Klum-Gunn effort appears to be reserved for Prime members.
At "Project Runway," Klum and Gunn worked together for some 14 years, and the show garnered them an Emmy in 2013, Amazon noted in its release.