How fashion is portayed on television Fashion seems to have not found its path yet through the small screen
We can't deny it: fashion never works on television. Despite in the past years many have tried to arrange a show, it seems like so-called "fashion TV" is cursed. The only show that keeps resisting is Project Runway, so that it makes us wonder if it's been the one who spelled the curse on the other ones. But you know, fashion knows its path: that's why it's trying to make its come back in all its glory, taking advantage on the new streaming devices as Netflix and Amazon Prime Video.
It's been two years since Heidi Klum e Tim Gunn said "auf Wiedersehen" to Project Runway. Two years later, the magic duo returns on TV to host a new show about fashion: Making the Cut (from March, 27 only on Prime Video) is a reality that will try to find the new it-name that will change the future of fashion. The contestants will be 12 designers and entrepreneurs from all over the world and of every age, and they will challenge themselves into the in cutting (and snipping and fixing) and into more entrepreneurial ventures. The prize will be of 1 millions of dollars (that would not be possible if it was on normal television). Among the jury, there will be some really hot names in the fashion industry: Naomi Campbell, Nicole Richie, Joseph Altuzarra, Carine Roitfeld and Chiara Ferragni. Making the Cut may be the most expensive of the new fashion-reality shows, but it's not the one: from January, 29 Next in Fashion, is streaming on Netflix and it's a(nother) reality show host by Alexa Chung and Tan France (the star of Queer Eye) - even if some critics have already turned it down.
To be honest, there's one thing to say: even when a project finds its life, its biggest resonance is on social media, whilst the ratings are always very low. Television invests always less in its productions, and more than less in fashion TV (we couldn't even think of a reboot of the hit show Donna sotto le stelle). The biggest part of those shows can't settle down and it closes after one or two seasons. That explains why influencers as Chiara Ferragni are becoming biggest stars even than ever, but why Anna Dello Russo still needs to be presented when she's guesting in a popular talk show. Television becomes and ancillary market that doesn't really wake up the interest of fashion-insiders and passionates. It's more and more clear that the future of fashion TV will be in the opportunities that the web offers. The generalist television, at its best, will continue to invest on the re-airing od The Devil Wears Prada, that's the only content that the public seems to love endlessly. As Miranda Priestley would say: groundbreaking.
