 There was also a winning contestant, who was originally going to get to work with fashion designer Scott Henshall to design her own high street range of fashion, however, the winner of series one, Krystell Sidwell, did not receive this prize, but instead was awarded a column in Reveal Magazine.The format was devised, and is owned by Nathan Carey a producer based in London, formerly of Off The Radar.The pre-production name of "FW Boutique" was changed to "WAGs Boutique" and the show commenced broadcasting on Tuesday, 30 January 2007 and ended on Tuesday, 24 April 2007 on ITV2.