Alexander Rogov believes that you don't need a lot of time to look stylish. Each of the heroines in his project has very little time left until an important event, whether it's a birthday or an anniversary with her husband. No matter the occasion, the girls want to meet it looking beautiful, and "Uspet za 24 chasa" will help them in this task, which seems difficult only at first glance. A famous stylist will personally select a new wardrobe for the participants, and a team of professionals will assist with hair and makeup. At the end of each episode, the heroines will undergo an incredible transformation and meet their loved ones in a new image.