'All on the Line' premiere: Struggling designers, ELLE's Joe Zee is here to help

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After appearing on MTV's "The City" and The CW's "Stylista," ELLE magazine's creative director, Joe Zee, takes the lead on his own show on the Sundance Channel, "All on the Line." 

On the new series, Zee helps designers revamp their struggling businesses, redesign their line, and present it to major retailers. 

Zee tells us the series will show fans more of what his job entails compared to the other shows he's appeared in.
 
"I think what they've previously seen was bite-sized pieces of what I do," Zee tells Zap2it. "In 'The City,' I'm sitting there moderating between two girls or on 'Stylista,' I'm sitting there judging people on pages, but this is now working with design. You get to hear me talk about my experience, my expertise, what I can bring to something... You can actually see how I can be an authority in that world. I'm here to help."

In Tuesday's (March 29) premiere episode, he takes on the husband and wife team of Liquica and Andre and their design brand, Radenroro. When Zee meets them, the two have been in business for seven seasons and Andre has invested more than $300,000 of his own money into the company. Yet despite that, Zee had never heard of them. And for a person with 20 years of fashion experience, who knows and hears about every designer throughout the world, that's a problem.

"So, we start with that and then look at the clothes," Zee says. "What are you giving me with the clothes that I can't get with any other designer? So, it's really just walking through the steps. So, I think that was one of the biggest problems was helping them understand what the brand is and the visibility of their brand and now being able to take the clothes up a notch." 

Watch a preview below:



"All on the Line" premieres Tuesday, March 29 at 10 p.m. ET on the Sundance Channel. 
Photo/Video credit: Sundance Channel
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