Iconic design mogul Tommy Hilfiger hosts new reality series called The Cut in search of the next great American designer.

But the designer mogul doesn't want viewers to think about his new reality show (premiering 8 p.m. EST Thursday on CBS) as of Bravo's hit "Project Runway" knockoff.

"Project Runway was about designing clothes," Hilfiger told The Associated Press. "This isn't just about designing clothes. This is about designing way beyond that."

Tommy Hilfiger’s rags-to-riches journey is the basis for the competition in which 16 style-savvy contestants will find themselves literally living Hilfiger’s life in fast-forward.

Not all the contestants are fashion designers – many have no design skills at all. Competing in a series of grueling style assignments that test their talent, business acumen, sales and marketing expertise, social skills, resourcefulness and style IQs, the winner will have the opportunity to design his or her own collection under the Tommy Hilfiger label.

However, Hilfiger's own once-hot brand has chilled in recent years. Last month, he consolidated his New York operations into one building; in January, his company slashed 200 jobs. Same year he bought Karl Lagerfeld’s brand in order to explore new markets. 

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