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Champion Flexes Streetwear Style on Amazon’s ‘Making the Cut’

“Making the Cut” returned to Prime Video Friday with the first two episodes of the Heidi Klum and Tim Gunn-hosted streaming reality series’ third installment riffing on fashion’s polar opposite aesthetics: glammed-up red-carpet style and active-ready streetwear.

Ten global designers took on episode one’s challenge of creating red-carpet looks with one runway style and a second “accessible” market-ready offering in the hopes of outlasting the season’s competition and building “the next great global brand,” Klum reminded contestants. Winners receive $1 million to pump into their businesses on top of an Amazon Fashion mentorship and the opportunity to sell a collection on the platform’s “Making the Cut” store.

Chinese native Sienna Li wowed the judges out of the gate with a silvery off-the-shoulder gown, with Jeremy Scott of Moschino likening her elevated creation to a “beautiful flower” and House of Harlow’s Nicole Richie comparing the model to something out of  “Alice in Wonderland.’”

Sienna Li’s “accessible” eveningwear look on the ‘Making the Cut season three premiere.

Though Li bested her nine first-episode competitors and saw her accessible high-low-hemmed look recreated in black and Barbiecore pink on top of its original white for Amazon Fashion’s “Making the Cut” store, tough competition from Brazil’s Rafael Chaouiche saw him come out on top in episode two with an edgy take on Champion’s brand heritage.

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The athletic label stepped in to take the reins on one of the show’s challenges after Levi’s last season became the first brand to dictate a “Making the Cut” design brief. This time around, the remaining hopefuls were asked to create a two-look activewear collection in collaboration with Champion.

“Activewear is not only for the gym—it has become a streetwear staple,” Klum told the designers.

Champion chief global design officer and guest judge Ned Munroe said the General Mills and M&Ms collaborator has been helping people “express themselves” through activewear since 1919.

“We’re all about the power of the individual and creating a canvas for people to be themselves and play by their own rules,” he added.

Rafael Chaouiche listens to advice from Tim Gunn on S3 E2 of Prime Video’s ‘Making the Cut.’

“Any cool girl would want to wear that,” Munroe said.

The two looks together “checked all the boxes,” Richie added.

In a statement, Champion North America senior vice president Maria Teza said the brand “jumped at the chance” to get in front of show’s fashion-hungry audience.

“Champion has a long history of empowering emerging designers and working with industry tastemakers is a key part in the products that we produce today,” Teza said, adding that Chaouiche “played by his own rules to create pieces that are unique to his personal style, yet designed in a way that spoke to Champion’s iconic heritage.”

Amazon Fashion president Muge Erdirik Dogan said the Champion partnership is just one of the “surprise and delight moments” the company has on deck for viewers.

“As more shoppers turn to sportswear for activity and style, we were excited to partner with Champion, an icon in the category, on a special activewear assignment and collaboration with winning designer, Rafael that customers can enjoy all year round,” she added.

The collection, available in sizes XS-5X and priced at $40-$125, is sold through amazon.com/makingthecut.