The Wall Street Journal - 16.03.2020

(Ben Green) #1

A12| Monday, March 16, 2020 THE WALL STREET JOURNAL.

community,” said Alison Bringé,
chief marketing officer at Launch-
metrics, a brand performance data
research and insights company. In
January, Netflix said it had 167 mil-
lion subscribers world-wide, while
Amazon put Prime members world-
wide at 150 million.
Here’s a look at four fashion-re-
lated series streaming now or soon:

‘Next in Fashion’ (Netflix)
Launched:Jan. 29
Stars:Co-hosted by model, designer
and British TV personality Alexa

Chung and Tan France of Netflix’s
makeover epic “Queer Eye.”
Premise:Eighteen emerging design-
ers battle each other in this reality
series. First they work in pairs, cre-
ating runway and commercial ver-
sions of streetwear, suits or under-
wear in each roughly one-hour
episode. The co-hosts—as well as
guests like Hollywood stylists Jason
Bolden and Elizabeth Stewart and
designers Phillip Lim and Kerby
Jean-Raymond—judge the contes-
tants’ creations. During the second
half of the season, surviving teams

Tim Gunn, the Emmy-winning for-
mer hosts of broadcast television’s
“Project Runway.” With supermodel
Naomi Campbell, fashion editor
Carine Roitfeld, designer Joseph Al-
tuzarra, Nicole Richie and influ-
encer Chiara Ferragni as judges.
Premise:A dozen fashion designers
from all over the world compete
for a $1 million prize to invest in
their brand and the chance for
winning looks to be sold on Ama-
zon immediately after each epi-
sode. Locales for the designers’
catwalk shows include, for episode
one, the Trocadero site near the
Eiffel Tower. A trope of this genre
is to show the designers sewing in
the run-up to their shows, but
here the designers give their ideas
to their assigned seamstress—
prompting one contestant to say,
“In the real world, this is how it
goes.” Ms. Klum, famous for her
“You’re Out” catchphrase on “Proj-
ect Runway,” this time says to los-
ers, “You’re not making the cut.”
How Many Episodes:Two new epi-
sodes lasting roughly an hour each
will be available every Friday for
five weeks until a finale on April 24.

‘Potty Talk’ (Quibi)
Launches:Soon after April 6, when
Quibi starts up
Star:Alexander Wang
Premise:The loo-down. The 36-year-
old Mr. Wang, known for his raucous
fashion-show afterparties and love
of hip-hop, puts his spin on the tra-
ditional talk-show format, dishing
with celebrities inside the restrooms
of hot-ticket events in entertain-
ment, fashion and pop culture.
How Many Episodes:Still being fi-
nalized; each 10 minutes or less

‘Fashion’s a Drag’ (Quibi)
Launches:April 6
Stars:Model and actor Willam
Belli and model Denise Bidot
Premise:Mr. Belli was a contestant
on “RuPaul’s Drag Race” in 2012
and since has had roles in the se-
ries “Difficult People” and “The
Kominsky Method” and in the 2018
film “A Star is Born.” He and Ms.
Bidot, a plus-size model, will chat
with their drag-queen friends
about celebrities’ fashion choices
and the industry in general.
How many episodes:New ones,
none longer than 10 minutes, avail-
able Monday through Friday

split up, and the designers compete
with each other. The grand prize in-
cludes $250,000 and a chance to
present a collection at online fash-
ion retailer Net-a-Porter. (This isn’t
Netflix’s first fashion show; “Styling
Hollywood,” starring Mr. Bolden and
his interior-designer husband Adair
Curtis, launched last year.)
How Many Episodes:10, billed as
Season 1

‘Making the Cut’ (Prime Video)
Launches:March 27
Stars:Co-hosted by Heidi Klum and


Top, Nicole Richie and Naomi Campbell judge in Prime Video’s ‘Making the Cut.’ Above, Alexander Wang (far left) and
Willam Belli and Denise Bidot have shows on Quibi; below, Tan France and Alexa Chung (center) co-host ‘Next in Fashion.’

Fashion Is in Fashion on Streaming TV

Services including Amazon’s
Prime Video, Netflix and Quibi, the
short-form platform launching in
April, are increasingly rolling out
shows with personalities such as
designer Alexander Wang and su-
permodel Naomi Campbell. From
quirky interviews in bathrooms to
contests held near the Eiffel
tower, these shows aim for fash-
ion’s traditionally trendy, deep-
pocketed audience.
The celebrities get a chance at a
far bigger, and younger, audience
than that of traditional runway
shows and fashion magazines,
which for years have seen their rel-
evance decline. And the fashion in-
dustry, which retains an elitist im-
age, can try to use new streaming
shows to connect directly with the
general public.
Mr. Wang, who will host Quibi’s
“Potty Talk”—videos of 10 minutes
or less aimed for mobile viewing—
said he’s excited at the opportunity
to reach a new audience beyond
readers of fashion magazines and
the fashion-show crowd. Fashion
personalities and labels are also co-
zying up to video platforms like
YouTube. In 2018, YouTube hired
fashion-magazine editor Derek Blas-
berg, with a résumé that includes
Harper’s Bazaar, Vanity Fair and the
show “CNN Style,” to head its fash-
ion-and-beauty division. The plat-
form launched a dedicated fashion
page last September and now fea-
tures channels and series from de-
signers including Victoria Beckham,
Marc Jacobs and Brandon Maxwell,
as well as models Doutzen Kroes
and Ms. Campbell.
In February, YouTube signed
deals to live-stream the fall 2020
runway shows. This created a sin-
gle place to see, live or archived,
more than 40 designer labels’
shows, including Marc Jacobs, Bur-
berry, Gucci and Louis Vuitton.
Last September, Amazon Prime
Video streamed its recording of
Rihanna’s star-studded Savage X
Fenty runway show, held during
New York Fashion Week.
Streaming gives all these ser-
vices the opportunity to “diversify
their portfolio and cast a wider net
in order to be able to market them-
selves outside of this niche fashion




Free download pdf