Stacy London and Clinton Kelly are bringing their fashion advice back to television, but this time with a gentler approach.

The former co-hosts are returning with new show Wear Whatever the F You Want, which hits Prime Video on April 29. As the title shift from their 10 seasons of What Not to Wear indicates, the duo is less in interested in giving fashion victims rules for how to dress and more about finding ways to unlock their participant’s inner stylist, bringing their confidence and personality to the forefront through their clothes.

“It’s really about if you could take away all the voices who have been telling you your entire life, ‘You can’t wear this because X, you shouldn’t wear this because Y, you look terrible in this because Z,'” says Kelly, who conceived of the show before reaching out to London to re-team with him. “If you could remove all of those voices from your head, how would you be dressing? That’s really at the crux of this new show. We’re not here to tell you whether you look good or not. It’s, let us help you create your dream style. It’s not just like, ‘Oh, wear this because it’s in fashion.’ No, wear this because it’s who you are at your core.”

Kelly first got the idea from a casual chat with a producer who was begging him to bring back What Not to Wear. “I said, ‘Oh my God, the world has changed so much and I have changed so much,'” he recalls. “The only style show I would do now would have to be called Wear Whatever the F– You Want. And then I thought, ‘That’s a good name for a show.'”

What Not to Wear aired for 10 seasons from 2003 to 2013 on TLC, and in its aftermath, there were rumors of a feud between the two cohosts, which they both say has been vastly blown out of proportion. “Rumors of our divorce have been greatly exaggerated,” says London. “If you were chained to somebody for 10 years on one show every single day, you might want to take a break. Most married couples cannot even say that they had the relationship that we had.”

So, the dynamic duo is back together and ready to transform people’s lives through their style. “It’s a 180,” London says of the new show. “It’s almost like the antidote to What Not to Wear.” Those hoping to find the snark that defined much of London and Kelly’s commentary in the aughts will have to look elsewhere. “It was very important to us to look at the cultural shifts that have taken place and to become less experts and more cheerleaders,” explains London.

London expands on the massive generational shift in how we talk about style and our bodies, noting that many of the things she and Kelly said back in the day would get them canceled on modern television. “It’s not that we’re like, ‘Wear this because it defines your waist or because it’s flattering,'” explains London. “So many of the younger generation, it’s like, ‘Flattering to whom?’ There’s much more honesty about what they want to do with themselves and where their power comes from.”

Wear Whatever the F You Want is about helping the participants find that power within themselves and unleash it through the clothes they wear. “I’ve always wanted to help people,” Kelly explains. “Back in the What Not to Wear days, it was helping them win the game because there was a game. Our entire society revolved around, ‘Look taller, look thinner, have a small butt, look like you want to have a banker husband.’ All that s— that has gone out the window now. Now you tell me who you are as a human being, and I am so happy to help you really manifest that.”

Adds London: “It was never about the clothes. It was, ‘Are we setting you up for success in your life?’ Here we’re honoring the fact that whatever your style is that you want, we’re not trying to discourage you from it. We’re trying to find ways for you to make that possible.”

On What Not to Wear, participants were asked to start at ground zero, with Kelly and London going through their closet and making them throw away most of their wardrobe (the castoffs actually were donated to charity). But with Wear Whatever the F You Want, it’s about enhancing what the participants already gravitate toward as their personal style.

“One of the things that we felt really strongly about was that it wasn’t about breaking somebody down to build them back up,” says London. “It was to shift our perspective and our philosophy around style to it emanating and germinating in the person who’s coming to us. When they say they want to look like Tina Turner, we’re not like, ‘Oh my God, you’re 45. We don’t wear miniskirts after 35.’ We’re done with those kinds of rules. It is about how can we create joy and confidence in people.”

The duo also note the pivot away from the notion of “fashion experts” in a world where anyone can be a fashionista on their Instagram page. To them, the very notion of a “trend” is outdated. “[Something being trendy is] somebody else having agency over you,” says London. “It’s somebody else telling you what to do. If you want to follow the trends, you can, but it says a lot about you. If you’re communicating that you are a trend follower, that’s your message. But you are also allowed to communicate these days that you aren’t a trend follower.”

Indeed, more than anything, Kelly and London want to stress to both their participants and the audience that the main purpose of fashion is to craft a message about yourself that you want to send to the world.  “Style is a form of communication,” Kelly says. “That was always the throughline of What Not to Wear. What are you communicating to the rest of the world? But the game has completely changed; the rules have gone out the window. Now, it’s actually scarier because there are no rules. Sometimes getting dressed when there are no rules, it’s like, ‘I really don’t know what I want to look like. Am I 100 percent sure of who I am?’ The point of this show is to play around with that a little bit.”

To that end, London and Kelly asked each participant to describe their dream style and fashion icons, with individuals choosing everything from 1970s diva to Dolly Parton to Cher Horowitz from Clueless. With those guidelines, London and Kelly curate a closet for each individual, asking them to put together ensembles from the options provided. Clad in the most extreme version of their style, the individual then goes out for a night on the town, giving their new style a test run. From there, Kelly and London help the contestant select pieces to wear that will express this style in a more every-day way.

That also requires a hefty bit of intuition that goes beyond someone merely saying they do or don’t like something they have on. “It’s not, ‘Here, put this on’ and ‘Do you like it or not?'” explains Kelly. “It’s, ‘Tell us what you don’t like about this. What emotions are bubbling up into your body when you have this on?’ We should have PhDs in psychology.”

“We’re talking about some of the most personal beliefs that people hold about themselves,” adds London. “Beliefs that stop them from being the best version of themselves or dressing the way they’ve always longed to dress. Even when people don’t know what they want, you can glean a lot of what they feel insecure about. Even if it’s not descriptive, it is much more about the way they feel at first and how we get to a better place by trying on clothes and asking all those questions. Styling is not magic, but it really requires insight.”

That insight is key to making the more vibrant, rah-rah atmosphere of Wear Whatever the F You Want work. “What was so interesting about this show was that meeting place between somebody’s personal style and making sure that they had a glimmer in their eye when they tried on the clothes,” says London. “It needed to make them feel as excited as we wanted them to feel.”

To that end, audiences won’t see London or Kelly tell a participant that a shirt and top don’t go together or advise them to tone it down. It’s all about cheering them on to choose outfits that best express how they feel on the inside on the outside. “We let our clients lead us,” says Kelly. “We’re like, ‘You tell us what shoe you want to go with this dress. You tell us what accessories you want.’ And there were a lot of times Stacy and I were like, ‘We wouldn’t have done that.'”

“Which we might say to each other, but we would not try to discourage or steer somebody away from something that they loved,” adds London. “Because there is such joy to be found in self-confidence and we all need a little bit of that. You should feel a lift from seeing people transform in a way that truly makes them happy. Not just because we’re saying, ‘This is the right geometry, this is the right trend.’ It’s not dependent on anybody but that individual.”

It all comes back to the notion of communication and confidence, now within a much freer and more open space. How does what you put on reflect who you are and what you want to say about yourself? Kelly and London are here to facilitate the answers to that in a refreshingly positive fashion. “We always want you to be able to control the narrative of your own story, even if you’re opting out,” reflects Kelly. “Context is always going to be important. We live in a world with eight billion people. So what we do ask our clients is, ‘How do you feel about fitting in or not fitting in? How scared are you to go the extra mile and be who you really are? Is fear the thing that’s been stopping you, or is shame the thing that’s been stopping you?’ We try to get to the root of why they’re not dressing in a way that makes them happier.”

Sign up for Entertainment Weekly‘s free daily newsletter to get breaking TV news, exclusive first looks, recaps, reviews, interviews with your favorite stars, and more.

“We are not living through the easiest times in the world,” Kelly concludes. “But you don’t need to buy anything. You can go shopping in your own closet to change your look. It’s not even about commerce. It really is, how are we building confidence in a way that makes you feel like you’re going where you want to go in life?”

Wear Whatever the F You Want premieres April 29 on Prime Video.