"Lily Allen: From Riches to Rags" follows the singer and her half-sister Sarah Owen as they launch their vintage clothing shop Lucy in Disguise. They plan to make couture and vintage pieces available to those who may not be able to afford such luxury items in a store where customers can hire or buy one-off designer garments. In the opening episode, Lily's office is transformed into a base for their business, Jess Morris is hired as their brand director, and the girls receive some home truths about their plans from retail guru Mary Portas after a focus group questions the shop's concept and prices. As the series progresses, the girls hunt for their perfect retail location, attempt to secure a bank loan and move in. They then prepare to begin trading by inviting 600 people to a launch party. Later, Lily reflects on a tumultuous year as things go awry. The three-part series premiered on Channel 4 in 2011.