For each Episode, different women take part. Some women take part more than once but every Episode has a different group.
Prior to the day they are unaware of any part of the plan until they turn up. This includes the concept, location and costumes. The only things they know are the date and the theme music.
Kitty and the crew plan each piece in secret, a day’s shooting to produce a photo series and film. The women are varying in ages, backgrounds and experience, and do not necessarily know each other before the day.
The Episode unfolds during the participation event itself and how the women react, improvise and morph within costume, learning about their power of self combined with the strength of coming together as a group.
The ethos includes developing increased self-confidence, especially focusing on body issues and the power in release of inhibitions. The series’ prime focus is women’s body and mental confidence, reflecting directly on how the media portrays desirable physicality. It comments on the theme of gender equality - celebrating the potential of girls and women, and confronting some of the social causes of inequality.