The "Outfitting system" is a new free feature for all players. You do not have to purchase any DLC or be an ESO Plus subscriber.
If you want to learn more about the new system you can read so from the official site here:https://www.elderscrollsonline.com/en-us/news/post/26295
To summarize, all Dye Stations are now Outfit Stations. You can still dye clothes and you can also modify your outfit with styles that you have learned or unlocked.
If you have never dyed your clothes or maybe you forgot where the Dye Stations were, this site lists them all out:http://tamrieljournal.com/eso-dye-guide-complete-list-dyes/
Once at an Outfit Station, select the top option for "EQUIPMENT" and make sure that it says "STYLES" up top.
Now select five different pieces of equipment and change the style of it. Some styles will require a small amount of gold but I've also seen a couple that are free. So either pick the free stuff or whatever tickles your fancy.
You need to individually apply one item each time for the total of five.