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Twelve designers compete in weekly challenges, each aimed at creating a new look to define a celebrity guest's image, in an attempt to win the life-changing grand prize. Grammy winner Rihanna, who serves as one of the show's executive producers, personally selects the 12 contestants. They are mentored by Grammy-winning music producer Pharrell Williams, model Erin Wasson and Mel Ottenberg -- Rihanna's personal stylist -- who choose half of the designers' creations to be judged by the client following each challenge. Those whose designs are not chosen to be judged are put up for elimination. In the end, the season's winner earns a prize package that includes $100,000, a fashion feature in Glamour magazine, and the chance to become the next member of Rihanna's design team.