The series gives 14 unknown designers, mentored by celebrities such as Jessica Simpson, Nicole Richie, and John Varvatos, the chance to launch their collections in three of America's largest clothing retailers, including Macy's, H&M, and Saks Fifth Avenue.
Poleg nje v oddaji redno nastopajo tudi modni oblikovalec Julien Macdonald, modna oblikovalka Whitney Port in fotomodel Tyson Beckford.