By Francesca Claybrook
A few weeks ago we had the chance to get to know designer Dana-Maxx in this Designer Spotlight, and when we spoke one of her upcoming projects was an episode of the TV show All On The Line with Elle magazine’s Joe Zee. Dana-Maxx’s episode of the show aired two weeks ago, and so we caught up with the designer one more time to discuss the experience. Keep reading for more info on what filming the show was like and how it’s affected her since.
BellaVitaStyle: What did you think after seeing the episode for yourself?
Dana-Maxx: I was anxious to see how the episode came together. When you participate in doing a reality TV show, you are very vulnerable and you have to go into it knowing that they will need to create a dramatic storyline to keep viewers watching. My favorite part of the episode was when Linda Fargo, VP of Bergdorf Goodman, whispered to Joe Zee “Valentino would be jealous” of our red Kate dress. What a major moment. I was so humbled by her positive feedback.
BVS: What was the experience of filming it like?
D-M: It was both fun and stressful. We filmed on and off for about two months. I got along so well with the production crew, and spent so much time with them, that I considered them to be like a second family! But it was also pretty stressful because I had about a week to create an impeccable collection for Bergdorf Goodman.
BVS: What was it like meeting and working with Joe Zee and meeting Linda Fargo from Bergdorf Goodman?
D-M: When I met Joe Zee and Linda Fargo for the first time, I couldn’t believe how nice they both were, especially since they are both major powerhouses in this industry. Working with Joe was a lot of fun. He is so funny and he genuinely wants to see young designers succeed. And for Linda Fargo to take time out of her busy schedule to view and critique my collection, and then put me on her “watch list,” this was a tremendous honor.
BVS: Can you tell us a bit about what’s happened with your line in the time between when filming wrapped up and when the episode aired?
D-M: Since filming wrapped in December and the episode aired in April, I showed my collection to some major department stores and key buyers, had the opportunity to do an interview for ELLE.com, and did a photoshoot for ELLE magazine.
BVS: Have you incorporated any of the things you learned on the show into your business since then?
D-M: I continue to incorporate the things I learned from Joe Zee. Joe gave me the insight and ability to see my designs in a more architectural way. He also gave me more structure and boundaries. This helped me to figure out ways to bring down my production costs while still being able to maintain my voice.
BVS: Has your approach to designing changed at all in thanks to your experiences here?
D-M: My approach has definitely changed since being on the show. The best piece of advice Joe gave me was to “work backwards.” I was always working forwards; first came the inspiration, then I designed and did my fabric sourcing, developed the samples, and then priced out the collection. Instead, Joe taught me to price out the samples first then design the collection. It was definitely an adjustment at first, but I quickly adapted to this philosophy because I saw positive results!
BVS: It’s been a little over two weeks since your episode went on the air – have you seen any response to it?
D-M: I went into filming All on the Line with the intent of learning from Joe Zee to better my business, knowing that the exposure was an added bonus, and I walked away from the show with so much more. I not only have a new outlook on my business and a new mentor (Joe Zee), my company has an increased amount of buzz around it, and I have received some touching letters from viewers telling me how much they connected with my story. The power of TV is amazing!
BVS: Are you glad you did the show?
D-M: The experience to learn from Joe Zee was priceless. I am very thankful for the opportunity.
Didn’t get the chance to catch Dana-Maxx’s episode of All On The Line yet? No worries – every episode of the show is available on iTunes, so hop on over and check it out.
congrats on the interview!