Plot Synopsis

Joe Zee, the creative director for ELLE, helps struggling designers launch their fashion lines by breaking down the line, providing creative direction and business advice, and presenting it to a buyer. Each episode features a different fashion designer, including: Liquica and Andrei, a real-life married couple who run the Radenroro line that has been featured in InStyle and Daily Candy; Dana Maxx, an FIT graduate who worked for Marc Jacobs and Betsey Johnson and now, after being featured in WWD and Front Row Magazine, is struggling to keep the company afloat; Leila Shams, who sold her apartment and went into debt after launching her first collection in Spring 2010, is a former director at DKNY Jeans, Express and Bebe; Gemma Kahng, the former fashion icon who lost the millions she made during the 1990s power-suit revolution when she was sold at retailers like Neiman Marcus; Jedda-Kahn, who can't borrow money for his struggling business after losing his biggest accounts even though he has celebrity followers and couture clientele; Julia Alarcon, who launched a successful and award-winning line with her sister in 2008 but now faces severe financial trouble after her sister left the business; Kara Janx, a Season 2 PROJECT RUNWAY contestant who faces criticism that she's a reality star instead of a credible designer and now is balancing life as a mother and a fashion designer; and Layla and Josh, a soon-to-be-married couple who have maxed out their credit cards to launch Between the Sheets, their line that has been featured in Fitness Magazine, Marie Claire, and Women's Wear Daily. Season 3 began with Joe helping Unruly Heir, as he arranged for them to design a tux for Mario Lopez to wear on EXTRA's Emmy coverage and for them to pitch their brand to Stephanie Trong. Season 3 began with Joe helping Unruly Heir, as he arranged for them to design a tux for Mario Lopez to wear on EXTRA's Emmy coverage and for them to pitch their brand to Stephanie Trong.