The retailer hired popular fashion hosts Heidi Klum and Tim Gunn for its style-focused program that will allow viewers to immediately purchase the pieces they see on the show

While viewers enjoy the fashion designs on series like Bravo’s Project Runway, actually purchasing those types of pieces is, for many, unrealistic. Amazon hopes to change this, aiming to allow these viewers to both view high-end designs and purchase them as part of its new fashion series.

The show does not have a name yet, but the plan is for Amazon Fashion to create integral shoppable experiences for viewers as part of the show. Home viewers will also be able to use other Amazon products such as Echo to help them seamlessly connect and directly instantly pieces from the program.

Part of Amazon’s continued effort to increase its presence in the apparel space, the e-tailer hopes to create a show that blends commerce and content while simultaneously democratizing high-end fashion. While details of the show are still being worked out, Amazon announced that Tim Gunn and Heidi Klum will be the hosts, helping to recruit a fashion-oriented audience.

Amazon


Lead image: Heidi Klum and Tim Gunn stock photo from Kathy Hutchins/Shutterstock

While viewers enjoy the fashion designs on series like Bravo’s Project Runway, actually purchasing those types of pieces is, for many, unrealistic. Amazon hopes to change this, aiming to allow these viewers to both view high-end designs and purchase them as part of its new fashion series.

The show does not have a name yet, but the plan is for Amazon Fashion to create integral shoppable experiences for viewers as part of the show. Home viewers will also be able to use other Amazon products such as Echo to help them seamlessly connect and directly instantly pieces from the program.