fashion

What about Prom?

Prom is short for Promenade. When proms were first introduced into US schools in approximately 1890-1900, they were inspired by galas and debutante balls. Proms in the USA gained in popularity since the war and the trend came over to the UK only in the last 15 years or so. The prom season is relatively short running for only approximately four weeks per year from mid-June to mid-July. Regardless of the short time frame, research shows that with over 85% of schools in the UK now hosting a prom, it can’t be ignored!

Our Prom History
We started catering for our prom girls in 2003. Back then, the choice was very limited and the designs were restricted to bridesmaid dresses and evening dresses. They were plain, didn’t have much sparkle or detail and they were not designed with 15 and 16 year old girls in mind. We decided to change that over 13 years ago and it has gone from strength to strength ever since. Last year, we did too many prom dresses to count and it grows every year!
We Love Prom!
Not only are the new designs so colourful and vibrant, it’s also lovely to see a girl arrive in Converse, skinny jeans and a hoody to be transformed in front of you as they try on the dresses.
Prom is a celebration for the girls and their families. It is the time where they realise that they are soon to be leaving school and moving onto their next stage in life. This is why prom is so special.
Why so Early?
In 2003, we launched prom for that year at Easter. By around 2009, it had moved to earlier in the year to February half term to cope with the demand. In 2012, we moved it to January and now, in 2016, it’s October!
The single driving force behind this is that the girls are looking to buy their dress earlier and earlier, so much so that they are looking in the Summer before they start year 11….and this is before we even see the dresses from the designers!!
Prom gets bigger every year so we now carry so many different styles and sizes to cater for everyone. We need to offer a lot of choice as every girl’s style is different and we want this to come across on the evening of the prom. We even developed our ‘Prom Promise’ to make sure every prom girl is unique.
Prom Promise
It’s everyone’s worst nightmare to turn up at a posh do with someone else in the same outfit! We introduced our Prom Promise way back in 2003 to prevent this from happening on the special day. We won’t sell two dresses to anyone from the same school, and we are so strict, we don’t even let anyone from the same school try it on if it has already been sold to that school – Not even in a different colour!
It really is a once in a lifetime experience. You cannot wind the clock back, be 16 years old and go to your prom ever again (no matter how much we all wish we could!) We are here to help you to make the most of it!!!
It starts earlier every year..
Get planning because the countdown is already on.

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