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America Online Launches RED(TM) Back-to-School Fashion Show '05 on inStore.Com

Posted on: Tuesday, 9 August 2005, 09:00 CDT

America Online, Inc.: From Edgy to Classic to Urban, Online Fashion Show Features the Hottest Back to School Looks from "American Idol" Stylist - Premier Interactive Video Shopping Experience on inStore.com - "See Now, Buy Now" and "Wish List" Tools Enables Quick and Easy Purchase of Featured Clothes & Accessories

Are Uggs still cool for school? Is metallic still in? As high school students across America plan their outfits for the first day of school, AOL's RED(TM) service for teens comes to the rescue with the RED(TM) BACK-TO-SCHOOL FASHION SHOW '05 on inStore.com. This online video fashion show features the hottest back to school looks as predicted by American Idol stylist Miles Siggins and celebrity style maven Kirsten Siggins.

The show's unique interactive video format - the first of its kind on inStore.com - allows teens (and parents) to click on the clothes and accessories featured and get information on price, retailer and availability, as well as purchase the items directly through the "see now, buy now" feature. Teens can also add the featured items to their online "wish list" and email the list to their parents and friends.

"The RED online fashion shows are always one of our most popular features for our more than five million teen users," said Malcolm Bird, Senior Vice President and General Manager, Kids & Teens, America Online. "Teens live online so it makes perfect sense that they would turn to their computer when they need the inside track on the things that matter most, such as back to school fashion."

"This is a premier event for inStore.com and the Web. For the first time, we're incorporating interactive video to make the back to school online shopping experience more immersive and entertaining for teens and their parents," said Bob Hayes, Vice President and General Manager, e-Commerce, America Online. "Plus, the instant gratification of being able to immediately purchase an item from the fashion show is what we believe makes the RED Back-to-School Fashion Show on inStore.com so compelling."

The Looks

The RED(TM) BACK-TO-SCHOOL FASHION SHOW '05 on inStore.com features teen models, both guys and girls, sporting a range of different back to school ensembles from leading designers such as Guess, Steve Madden, Miss Sixty, Polo and Chinese Laundry. The outfits are grouped into three trends: Edgy, Urban and Classic.

Edgy: A youthful-minded military look that incorporates tailored pieces with fun accessories. Inspired by dark browns, army greens and navy blues, this look pays homage to global events.

Classic: Preppy style, 'The O.C." way. For girls, printed skirts with ballet flats, wide-legged pants with denim jackets and dressing up jeans with oversized bags. For guys, golf pants with a blazer and jeans with argyle sweaters. Pattern-mixing is huge for both guys and girls this fall.

Urban: For the ladies, it's street meets red carpet with brilliant hues, wild patterns, faux fur and overstated jewelry. Animal prints and sequins play up jeans, while oversized sunglasses, mocs and bangles funk up a skirt and bomber vest. Guys keep it real with athletic-inspired fashions paired with jeans and DIY sneaks. Layers are key, playing up tees with button-up shirts and a zip-up cardigan.

The RED(TM) BACK-TO-SCHOOL FASHION SHOW '05 on inStore.com will begin airing on August 9, 2005.

About the RED(TM) Service

The RED service offers teens a customized version of the AOL(R) service. Teens can personalize their desktop and choose content to highlight based on their specific interests, such as exclusive content and features from leading brands, original programming and expanded community tools.

About inStore

inStore (www.inStore.com or AOL Keyword: Shopping) is a new shopping destination on the AOL service and the Web that offers shoppers an intuitive and comprehensive experience that makes online shopping easy. By working hand-in-hand with leading retail brands and harnessing the best available technology, inStore helps online shoppers make good purchase decisions quickly and easily. It's built around the way consumers shop online today - with distinct offerings for searchers, browsers and impulse buyers.

About America Online, Inc.

America Online, Inc. is a wholly owned subsidiary of Time Warner Inc. Based in Dulles, Virginia, America Online is the world's leader in interactive services, Web brands, Internet technologies and e-commerce services.

Source: Business Wire

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