When publishing mogul Bradford Meade (Alan Dale) hands the reins of Mode, the bible of the fashion industry, over to this son, Daniel (Eric Mabius), he specifically hires Betty Suarez as his son’s new assistant - mostly because she's the only woman in NYC Daniel won't sleep with. Though this "player" is reluctant to accept her at first, Betty's indomitable spirit and bright ideas will eventually win him over. Neither of them really knows the ins and outs of the fashion world, but the two are a formidable team against those who will do anything to see them fall.
Betty unwittingly loses "the book," a proof of the entire magazine, complete with un-retouched photos of a popular actress (guest star Sarah Jones) who looks less than lovely without a little computer magic. If the photos get out, it could create huge embarrassment for Mode. Wilhelmina plots to use the snafu to bring Daniel down. Meanwhile, Bradford Meade secretively inquires about Fey Sommer's final effects.
Betty uses her Queens connections to lure big time photographer (and former Queens boy) Vincent Bianchi (guest star Rhys Coiro) to shoot for Mode. But when Bianchi insists that Betty meet at a posh restaurant, she feels pressured to get a makeover… only things don't quite turn out as planned. Meanwhile Wilhelmina primps for a big date, and Bradford tries to get his hands on Fey Sommers' "death car".
It's Halloween and Betty is in for a series of frightful experiences, ranging from showing up dressed for the Mode costume contest . . . only to learn there isn't one, to dealing with her growing attraction to Henry (guest star Christopher Gorham, "Jake 2.0") -- while a jealous Walter fumes -- and, worst of all, tracking down a watch Daniel left at one of his many girlfriends' apartments (he just can't remember which one). Meanwhile, Daniel pays a visit to his mom (guest star Judith Light, "Who's the Boss?") in rehab, and Wilhelmina is horrified to learn that she can't fit into a designer gown.
When Mode is forced to abandon its big Christmas photo shoot because another magazine has copied the idea, Betty forms an uneasy alliance with Marc and Amanda. The three fear they may have leaked the idea to someone at the rival mag (guest star Nicholas Gonzalez, "The OC") during happy hour . . . and that their jobs will be history if anyone finds out. Meanwhile, Daniel and Wilhelmina reluctantly work together to come up with a new photo spread as Mode's deadline looms, and Betty's nephew, Justin, is oblivious to the turmoil as he spends a day at the magazine for a class project.
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