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The concept is: four designers find they are in competition to create their own designer collection and have only one day in which to accomplish it. Hosted by Alexa Chung and with Derek Blasberg, Cynthia Rowley, and James LaForce as judges, the show gets interesting due to the competitive nature of these contestants. Who would think there would be so much serious struggling to rise to the top in designer fashion? One episode shows fashion taking a turn at maternity attire with contestants using a "trunk load" of diapers to create something stylish and with a maternity appearance. When the competition narrows down to just two they proceed to the 24 hour challenge in which they must create fashions for the whole family by use of a stuffed teddy bear. Both designers need to create the correct look in their collection for a newborn baby, then a toddler, next a teenager, and finally a mother. It gets complicated when each has their own designer's idea of what is fashionable for each age group.
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