While Amazon is basically a godsend for those of us who are self-admitted shopping addicts, we'll admit that when it comes to fashion, it isn't exactly the first thing that pops into our heads. Think again though, because the massive online retailer is about to get just a little bit more stylish.
Amazon annouced Friday that it has picked up The Fashion Fund, a documentary series about Vogue and the CFDA's annual competion for up-and-coming designers, and will stream the show via its Amazon Prime Video sevice. It may seem like a surprising move at first, but hey, we're not complaining - what fashion girl wouldn't want to Netflix-style binge-watch a reality show featuring fashion icons like Anna Wintour and Diane von Furstenberg?
The show, which previously aired on Ovation, is currently in its third season, which will consist of 10 30 minute episodes. In case you've never seen it, The Fashion Fund is a reality show that follows the CFDA/Vogue competition's 10 designer contestants who are all vying for the coveted CFDA/Vogue Fashion Fund prize of $400,000 for their labels, as well as mentorship and guidance from some of the biggest names in the industry. When the judging panel includes Anna, Carolina Herrera and Diane, you know it's kind of a big deal.
As if that weren't cool enough, Amazon has also announced that it will launch a new section within Amazon Fashion that will sell pieces from the contestants' lines, effectively allowing viewers to actually shop the what they see on the show.
The idea of combining streaming and shopping is pretty much unprecedented - and we're guessing that, if Amazon is successful, other brands and retailers are going to want to follow suit ASAP. (Nudge nudge, Netflix - if we could shop Oliva Pope's #GirlBoss wardrobe right out of the epiesode of Scandal we're binge-watching, it wouldn't exactly be the worst thing in the world!)