ABS-CBN's I Love Betty La Fea tackled the story of Betty (played by Bea Alonzo), a smart yet unattractive girl who wanted to prove her worth in the working world. After a lot of unsuccessful job applications, she landed a job at the Eco Moda fashion office, where she encountered a lot of interesting and difficult characters who were not used to seeing anything unfashionable walking in their corridors. She worked for Armando Solis (John Lloyd Cruz), the President of Eco Moda Manila.

Most of the scenes were be shot in an office setting, ABS-CBN decided to construct a full-scale office set just for the series. The Eco Moda office was constructed at one of the floors of the Eugenio Lopez Building in the ABS-CBN compound.