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The series follows the life of fashion entrepreneur and reality television personality Kylie Jenner as she deals with running a business while maintaining a normal life and her close friendship with Jordyn Woods.

The series showcases aspiring fashion and beauty entrepreneurs as they pitch their concepts for the chance to secure funds from a panel of expert investors to help grow their budding ventures. The panel includes Katia Beauchamp, the Co-Founder & CEO of beauty retailer Birchbox; tech marketplace maven and Founder and CEO of plus-size clothing rental startup Gwynnie Bee, Christine Hunsicker; celebrated fashion designer Rebecca Minkoff; and business mentor of the CFDA Incubator program, CEO of Hilldun Corporation and Chairman of Interluxe Holdings LLC, Gary Wassner. With their own time and money on the line, the experts give each entrepreneur tough love and sage advice as they pitch their concepts with hopes of securing an investment. With so much at stake, Project Runway: Fashion Startup could be the beginning of a beautiful partnership for some, or the end of a dream for others.