What was it like working with The Apprentice and Donald Trump?
Gerard: It was an interesting experience from the stand point of seeing what reality television is like backstage. We did a lot of work and they shot over 400 hours of tape that was edited down to 40 minutes. Disappointingly, a lot of our work did not make into the air. The best thing about the experience, however, is that they came to us over a lot of other people that they could have gone to help them create an episode around fashion and emerging designers. They looked at us as the experts, when they could have gone to a major magazine like Vogue or to a trade organization like the CDFA. The producers of the show felt like we had the inside knowledge of not only emerging designers but also of how to effectively produce a fashion show. We brought the designers to the show that The Apprentice teams chose from and then we produced the fashion show. In the end it was pretty gratifying.
