What Not to Wear

If you were in a situation where a tie or a sport coat was required, would you have the style and the fashion sense to coordinate the two and look your best? Or have you ever wondered which shoe styles match your work, evening or weekend wear? Silver Oaks and TLC brought the answers to thousands of mall shoppers’ style questions in Fall 2005, with a virtual style station.

TLC took its hit show “What Not To Wear” on the road to create the ultimate fashion experience. Silver Oaks developed the interactive touchscreen kiosk program that allows mall shoppers to get a feel for what it would be like to be a part of the show and be critiqued by show hosts Stacy London and Clinton Kelly.

TLC’s Style Station was designed to help educate users on how to dress their best and coordinate outfits for their specific body types. Silver Oaks was enlisted to help create an experience that would come as close as possible to participating in the “What Not To Wear” show.

The experience begins by users entering their names through an on-screen keyboard. To personalize their experience and build a “virtual model,” users enter a description of their own features such as gender, skin tone, hair color, hair length, body shape, height and age. The program then creates a “virtual model” and a set of fashion “rules” based on the information entered.

Once the “virtual model” is created, the user then enters a virtual mall with three clothing themes to choose from: work, evening and weekend wear. The user can mix and match outfits, colors, shoes, tops and bottoms. When the user settles on an outfit, Stacy and Clinton critique it.

The kiosk produces a custom printout that includes the user’s name, description entered, up to four sets of clothing combinations selected, and the set of fashion rules customized to the user’s attributes.

In addition to programming and development, the Silver Oaks team directed the New York photo shoot of all the clothing choices used in the kiosk.

The kiosk, which earned a Gold Award in the 2006 Quad City Ad Federation ADDY® Award competition, is being expanded for other media.

Let Silver Oaks develop an interactive experience for you.