We couldn't be more sad that Prime Video's Making the Cut [1] has come to an end, but there is one thing we're thrilled about . . . the winner! Designer Jonny Cota took home the prize for season one, and he's got big plans for the future.
We spoke with Cota about the competition process, behind-the-scenes secrets, his new Amazon line [2], and plenty more. Read on to learn how he's going to make waves in the fashion industry through accessibility and putting customers first.
On What Cota Did as Soon as He Won
"As soon as I won, I walked home alone in the Manhattan streets at 4 am to my hotel. My husband was waiting there, I told him I won, we broke out a bottle of champagne, and then he got back on a flight home an hour later. Then, for the next six months, I couldn't tell a single soul that I won. I'm at the bagel shop the next morning, and I'm thinking, my life has changed! I just wanted to announce it to everyone in the coffee shop."
His Prediction For the Most Popular Pieces From His Amazon Line
"I am so proud of Jonny Cota Studio [4] launching this weekend and every single piece is unique. I think, what will be really celebrated, and maybe go the fastest, is the menswear. There was not much menswear on the show. Even my winning menswear piece was turned into a womenswear piece for the Making the Cut store. So, this is the first opportunity for men to shop and buy some really cool pieces. I get messages every day about it, so I think this full offering will go really fast."
A Behind-the-Scenes Secret Viewers Don't Know
"One thing I don't think viewers understand is that the production is so smart. They want to capture our genuine responses to everything. So when filming stops, the designers aren't really allowed to speak to each other about anything; what the judges just said, what we're feeling, etc. In the moment I thought it was a bit ridiculous and strict, but I look back on it and appreciate how much energy they put into keeping our responses genuine on camera."
What One Judge Told Him That He'll Never Forget
'"I'm very proud of you, Jonny," — that was Naomi Campbell [5] on my first win. After episodes of her critiquing me and really digging the knife in, that meant so much to me. No one takes the time to read someone they don't believe in. Nobody takes the time to critique someone unless they see something in them. So when she finally loved what I sent down the runway, I will remember that moment for the rest of my life. Her critiques fuelled me. They gave me the fire I needed.'
How the COVID-19 Has Affected Him as a Designer
"Well it has effected everyone, and in this strange way, I think it has brought us closer together. For myself and my brand, we were looking for an opportunity to give back. Last week, we launched a massive promotion with Tom of Finland Store [6], which is legendary in the queer community. We're working with them to sell face masks [7] — for every mask purchased, we also donate one to the Los Angeles LGBT Centre. It feels like a great way for us to give back to the community, and also offer masks to our customers who want them.
It's also changed our messageing. If you want to buy something from us now, awesome, thank you for supporting small businesses. But I'm not going to chase you to buy. Let's talk about memories, let's cherish how much we're being entertained by the show. We can talk about sales later. It's refreshing to talk to our customers as people and relating to them. We're stepping away from constantly trying to sell."
What to Future Holds For His Brand
"Today is the beginning, not the end. It's the beginning of this launch on Amazon. I am going to put all my energy in 2020 into this collection; to replenish inventory, offer new colorways, and broaden the product range. I'm working on lifestyle pieces right now, a candle offering socks, and other accessories that will continue to be released on Amazon.
To be honest, I was planning on launching a higher end line at the end of this year to accompany the accessible collection on Amazon, but the timing doesn't feel right. This is the perfect time to focus on accessible price points and sizes for everyone, because everybody is having a tough year. Let's focus on this — screw luxury goods. They will always be there, maybe they will be in my future. But right now, I have this unique opportunity to focus on my line with Amazon, a global brand. My focus will go there."
Where Can I Watch Making the Cut?
Make sure to catch Making the Cut on Amazon Prime [8] — if you don't have a membership yet, you can get a free 30-day trial today.