AOL's RED Service for Teens Launches Prom Fashion Show

Business Wire, March 7, 2005

DULLES, Va. -- America Online, Inc.

--  RED(TM) HOT PROM '05 Feature Showcases Hot Prom Looks as
        Selected by the "American Idol" Stylists

    --  Polls Reveal Teens Want To Shop For Dresses with Paris and
        Nicole and Emulate Beyonce's Style

From limo reservations to curfew negotiations to the great date search, the upcoming prom is guaranteed to keep teens busy for the next few months. The biggest challenge of all, however, may be finding the perfect look for the big night. While close to half of teens polled on the AOL(R) service said they would love to go prom dress shopping with Paris Hilton and Nicole Richie, AOL's RED(TM) service for teens offers a more realistic way to get fashion advice with the launch of RED Hot Prom '05.

RED(TM) Hot Prom '05 feature is an online fashion show featuring the hottest looks for Prom as predicted by celebrity stylists Miles and Kirsten Siggins, the duo responsible for styling "American Idol" contestants. The runway video show features teen models, both guys and girls, sporting a range of different prom ensembles from leading designers such as GUESS?, Miss Sixty, Chinese Laundry, Jessica McClintock, La Femme, Steve Madden, J. Lindeberg and Bebe. With the show's unique interactive format, teens can click on any gown or accessory shown in the video to get information on price, retailer and availability as well as purchase it directly online through AOL(R) Instore or the retailer's website.

"The RED Hot Prom fashion show gives teens an alternative way of thinking about Prom fashions, allowing them to have new choices and the freedom to be very current and fashionable so they can maintain their own sense of individuality," said Kirsten Siggins, celebrity dresser and RED Hot Prom '05 stylist. "Although there has been some controversy around some very provocative prom dresses this year, I am confident that teens will find inspiration through this RED online fashion show and won't have to sacrifice feeling luxurious in the ultimate dress they select. The best part about this online show is that no matter where the teen lives, they have access to any of these looks."

The Prom Looks

A recent RED(TM) poll revealed that most teens would like to copy the glamour of sultry siren Beyonce. However, this year's key fashion trends take on many different personalities including - Bright & Bold: In the spirit of the jet-setter, this style evokes an exotic Mediterranean lifestyle with a confident color palette. Rock Star: For girls with an edge, this trend is inspired by the rebel fashions worn by their favorite singers. Glamour: For the girl who never misses the red carpet portion of any awards show, this look is based on the glamour and elegance of Old Hollywood. Romantic: This look embraces a classic prom charm updated for the 21st century.

Also among the poll results, the RED(TM) team found that most teens think stylish R&B star Usher would be the ultimate dream date. To help get your date ready for the big night, RED recommends three looks for guys - Vintage: Rather than the traditional tux, this style is based on vintage suits found on the racks at any thrift store. Eclectic: This look allows guys to show off their own personality with funky items such as pin-stripe jackets paired with dip-dyed T-shirts. Modern: For a hot new style, teens can go brown with suave apparel such as moleskin jackets with satin trim with a skinny tie.

Additionally, teens polled plan to splurge on the event with most spending over $450 overall; $200 of that will be on the dress alone. And who will pay for it all? The largest groups of respondents plan to hit up Mom and Dad.

The RED(TM) Hot Prom '05 feature will begin airing exclusively to AOL members at AOL(R) Keyword: RED beginning March 7.

About the RED(TM) Service

The RED service offers teens a customized version of the AOL 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. 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.

--All poll results are non-scientific and reflect only the opinions of those users who chose to participate.

Related b-roll, photography and additional poll results available upon request.