In addition, contestants are tasked with creating two looks for each episode: a high fashion runway look along with its more accessible, wearable counterpart. The purpose of this is to allow the designers to express their creativity while also exploring their commercial potential, whereas other competitions can sometimes focus too much the"runway" aspect.
"Quite frankly, the more accessible/ wearable look was more difficult for all of them," Gunn says of the challenges."To make wearable, innovative, creative fashion is extremely difficult, which is why we see so little of it." He adds that this is somethingdoes very well. "They make work that is accessible, but it's innovative and inventive at the same time and that's what the customer wants.
Of course, a big fashion prize doesn't always guarantee success for the longevity of a designer, which Gunn acknowledges."They really can only do as much as their resources and their ambitions allow them to and that's always a big question mark," he admits. And given many luxury designers' reluctance to sell on Amazon, some questions linger around the ability for a"global fashion brand" to thrive on the e-commerce platform.
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