In this op-ed, Renée Reizman argues that Making the Cut’s goal to launch the next global brand is actually its greatest flaw.

After taking a brief hiatus from the world of televised fashion competition, Heidi Klum and Tim Gunn have returned with Making the Cut, which premiered March 27, on Amazon Prime. Using the full power of Amazon’s deep pockets, shopping algorithms, and manufacturing and distribution pipelines, Klum and Gunn have shaken up their Project Runway formula to challenge 12 designers from around the world to create the next globally lauded fashion brand. But is it possible to launch a worldwide brand without glamorizing the flaws of fast fashion?

Amazon’s generous budget puts $1 million on the line — four times the prize money Project Runway gives to its champion — and an exclusive, limited-edition fashion line that will be sold through the retail giant. Each…

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