Season 1 of Cheongdam Dong Alice premiered on December 1, 2012.

Han Segyeong is a young woman with a very positive character. Her motto is "effort will take me as far as I want to go". She wins many designing contests and finally joins a clothing company. But, at work, Segyeong does errands and chores rather than design. Meanwhile, the wife of an upper management employment at the clothing company humiliates Segyeong. The wife is actually a former high school classmate of Segyeong who didn't do better than her in school. This makes Segyeong look back on her life.