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Apprentice Watch, week 10

This week the candidates get distracted in a model casting session

December 6, 2017 11:33
Michaela and Elizabeth take notes at their model casting session
2 min read

Lord Sugar is many things, but fashionista isn’t one of them. While always smartly suited – and the same goes for his eyes and ears, Claude and Karren – the look is more corporate than catwalk, and his back story is more rag trade than Rodarte.

Nevertheless, this week’s Apprentice saw a task in which he designated himself the fashion police, declaring to the losing team that it had been “the Frocky Horror show”. For the candidates themselves, whose signature style tends towards nothing more adventurous than boardroom automaton, the task was to choose a designer, arrange a magazine shoot and flog the clothing following a catwalk show. Naturally, they made a clothing catalogue of errors.

After a team switcheroo, Joanna took the helm for Graphene, backed up by Michaela, Elizabeth and James. Although she has consistently under-impressed, Joanna’s big idea is clothing-related, and she did appear to have a good grasp of things as they sought to market a men’s fashion line that looked suspiciously similar to the Eilat trousers on sale in shuks across Israel. She was particularly effective at negotiating a good deal with the designer, so much so that you could practically see dollar signs in Claude’s eyes as he overlooked the transaction.

Elizabeth, on final warning from Lord Sugar, kept her megalomaniac tendencies mostly under control (perhaps because she and Michaela were distracted by the pecs on display during their male model audition, which swiftly descended from professional meeting into a scene from a Carry On film).