Since Amazon took home five Emmys for its original series "Transparent" less than two weeks ago, the Seattle-based online marketplace has already, and smartly, begun to pay much more attention to its streaming services. Just last week, Amazon announced it would be slashing its annual Prime membership for new subscribers to $67 — but as is the case for any growing network, with heightened legitimacy and viewership comes an increase in demand for programming. Amazon, however, is one step ahead of us, and is already announcing new shows to cater to this newly expanded audience — but who thought it would start with fashion?
On Friday morning, Amazon announced that it has picked up the next season of "The Fashion Fund" — an unscripted docuseries produced by Condé Nast Entertainment that follows the Council of Fashion Designers of America and Vogue's annual competition; it had previously aired on the Ovation network. Now in its third season, the 10-episode, half-hour program "stars" Anna Wintour and Diane von Furstenberg as they supervise and judge the 10 CFDA/Vogue Fashion Fund finalists as they compete to win $400,000 to invest in their label (with two runners up receiving $150,000 each). The series is scheduled to debut on Prime in 2016, though the winners will be announced in New York next month.
But Amazon isn't stopping there: In addition to airing the show, the company will launch a retail section within its Amazon Fashion vertical that will feature pieces from the spring 2016 collections of the show's 2015 finalists. The ability to sell product in tandem with television programming has long been a sought-after sweet spot for networks, but for e-commerce giant Amazon, the process couldn't be more fluid. We'll certainly be interested to see how both "The Fashion Fund" and its corresponding merchandise performs on its new platform — and if Amazon continues to pursue similar programming-commerce tie-ins in the future.