Amazon’s move into unscripted continues with the acquisition of socially conscious model competition format “The Fashion Hero” for Prime Video in the U.S., U.K., and Germany.The one-hour format, which sets out to find models of different shapes and sizes, is fronted by Hulk Hogan’s daughter Brooke, who has struggled with body image issues. She oversees the competition as the would-be models are judged by a panel of designers and compete to be the face of a marketing campaign for their fashion brands.
Anna Scholz from London, Christopher Bates from Milan, Johana Hernandez, and Ximena Valero from L.A. are the designers, and the models also work with fitness trainers and life coaches.
“The Fashion Hero” will be on Amazon from the fall. It hails from Canada and Beauty World Search, which made the eight-part series after starting out as an online and social media campaign to change attitudes to body image.