ATLANTA — Prom dresses for next year have taken a sophisticated and more mature turn, according to retailers and designers at the Atlanta Apparel Market held Aug. 7 to 11.
Designer Tony Bowls said, “Girls want to be grown up. They’re getting away from traditional prom.”
Kim Gambale, owner of Diane & Co. in Freehold, N.J., said, “Dresses are sleek, elegant and understated. [Designers] are backing off from chunky stones to micro stones, and they’re using heat press appliqués rather than sewn-on, so there’s more flexibility in fabrics.”
Other prom trends include prints, such as floral, animal, diagonal and polka dots; two-piece dresses, and chiffon. Red, white and black are important colors, as well as pastels.
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Jill Jones, owner of J. Jones Evening Wear in Weir, W. Va., bought mostly long dresses, prints, including leopard paired with lace and beads, and black and white and pastels.
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“Nude is going out, and we’re not seeing a lot of jewel tones, except for emerald green,” she said. “We’re also seeing more peplums.”
Newness in Bowls’ lines also included Mikado silk fabrics, vintage floral prints, and a beaded T-shirt top that can be worn with jeans.
Abraham Maslavi, chief executive officer and co-owner of Jovani, said his company recently added Maslavi, a new prom line with “cosmopolitan” looks that can also be worn as cocktail dresses. His trends include prints, pastels and vibrant colors, and long dresses.
Prom was the biggest part of the market, drawing international retailers from as far away as Russia and Australia. Non-prom specialty stores shopped the market for last-minute buys for fall, as well as resort and a head start on spring.
Prom retailers and brands reported continuing growth. Gambale said her sales increased 20 to 25 percent last year, and she predicted more growth next year thanks to the variety of looks. Jones said sales at her store, which opened a year and a half ago, have tripled over 2013. Maslavi said Jovani’s sales are up about 30 percent over 2013, and Bowls said his business was up.
“The prom industry is making another growth spurt with looks that are more mature and fashion forward,” said Bowls.
The Mart’s growth includes adding five permanent showrooms in social occasion and prom, including British lines Pia Michi and Forever Unique. Caron Stover, managing director for temporary exhibits at AmericasMart, reported a 20 percent increase in the Emerging Designers section over a year ago.
Kaye Davis, executive director of fashion at AmericasMart, said retail trends include crochet tops and a mix of knit and crochet or lace to wear with leggings, shorts, pants, jumpsuits, prints and bright colors for resort. Other trends cited by retailers included dresses and unconstructed apparel for spring, and chevron designs in apparel and accessories.
Southern retailers booked pre-spring, while other stores searched for fall fill-ins. Dean Bullis, co-owner of Finley House Couture, based in Blowing Rock, N.C., filled in for fall with jewelry, decorative scarves and handbags. He said large Baroque pearls are trending, as well as faux tortoiseshell jewelry, especially by Lorren Bell. He also started early spring buying for dresses, skirts and light jackets, focusing on free-flowing apparel. He noted less demand for tunics and more for dresses.
Toni’s Too Boutique, in Sarasota, Fla., booked tops, novelty denim jeans with sequins or rhinestones on the bottom, and jumpsuits for delivery in October and November.
“This is our main market for spring,” said Tina Bazell, co-owner.
Bullis said his business is OK, but still challenging, while Bazell said hers has been better this summer, adding “It’s a good sign for fall and spring.”