Prime Video is moving even further into the reality space with Wear Whatever the F You Want, a new series hosted and produced by Clinton Kelly and Stacy London. The eight-part series marks the pair’s first on-camera collaboration in over a decade, after What Not to Wear ended in 2013.
The upcoming style transformation show will focus on a range of clients. Over the course of a few days, Kelly and London will empower them to “live out their fashion fantasy and find their style truth,” according to a press release about the show.
“The world has changed a lot since the release of ‘What Not to Wear’ and thankfully so have we. Today, we have no interest in telling people what to do based on society’s norms – because there are no norms anymore!” Kelly and London said in a joint press statement. “However, style is still an important form of communication and we are excited to show new customers how to align their personal messages with their life goals. It’s time to celebrate individual style, not dictate it.”
“Since Clinton and Stacy first appeared on television, they have shown us time and time again how to use fashion as a tool for self-empowerment. Their playful banter and distinct approach have instilled confidence in viewers for nearly two decades,” said Lauren Anderson, head of brand and content innovation at Amazon MGM Studios, in a statement. Anderson hinted that the series will feature “expertise and inspiration, chemistry and warmth, and of course, their signature, enviable style.”
The reality offering will be available exclusively on Amazon Prime Video in over 240 countries and regions worldwide. In addition to Kelly and London, other EPs include Sandy Varo Jarrell, Suzanne Rauscher, Justin Rae Barnes and Janelle Couture. Barnes will also serve as showrunner. All3Media’s Bright Spot Content and Amazon MGM Studios are producing the series.
What Not to Wear ran for 10 years and 10 seasons on TLC. The makeover show’s contestants were nominated by friends and family members and originally focused on transformations for both men and women before shifting the focus exclusively to women. The original series became known for its strict fashion rules.
This reunion is notable because Kelly and London were involved in a fairly public feud for about a decade. In his book, I Hate Everyone, Except You, Kelly wrote that the two “loved and despised each other,” a description London felt was justified even if it “upset” her, and Kelly claims was taken out of context. The two resolved their tensions in 2023.
“When you grow up a little bit — and we grew up watching TV — there are a lot of things that you’re proud of, and I don’t think any of us wanted to talk about them. I mean, I let it all out,” London told “TODAY with Hoda and Jenna” last year. “I told Clinton everything that made me sad, everything that hurt me, every way I thought I had hurt him.”
“Wear Whatever the F You Want” also continues Prime Video’s foray into reality. The streamer has already announced a partnership with MrBeast for the competition series “Beast Games” as well as a remake of “American Gladiators.” The streamer’s previous reality series include “Lizzo’s Watch Out for the Big Grrrls,” the global standup competition franchise “LOL: Last One Laughing” and “007: Road to a Million,” which stars Brian Cox as the show’s mastermind. Prime Video will also launch the game show “Are You Smarter Than a Celebrity?” in the fall.
