Fitting rooms are small, private spaces within the public environment of a clothing store. Usually, they are inconveniently located, nondescript, ugly spaces. By entering these tiny rooms, the customer goes into a private space whose privacy is defined by the amount of time spent there. As soon as the customer leaves the space it becomes public again and will become private for the next customer. Famous international fashion and couture houses have created special fitting rooms for celebrities, so-called VIP fitting rooms. These rooms are even more private within a public environment because they are only accessible to a small group of people.

A small group of highly respected, world-famous ready-to-wear and Haute couture houses were approached in Tokyo, Paris and in New York to participate in this project (Chanel, Christian Dior, Hermès, Louis Vuitton, Donna Karan, Yves Saint Laurent, Issey Miyake, Hannae Mori, Fendi, Gianni Versace, Giorgio Armani, Gucci and Prada).