She said a girl wears the dress only once, so she shouldn’t feel guilty about spending too much on something she loves. “The prom’s popularity waned in the late ‘60s and early ‘70s,” Best writes in Prom Night. Granted, the prom dress wasn’t very sexy at its midcentury inception. Prim and ultrafeminine was the M.O. instead. In the 1940s, prom dress silhouettes were often cut slim and close to the body. This wasn’t done for the sake of a sexier, more body-con dress: It was due to WWII fabric rations. in the past decade or so in the U.K., although it hasn’t expanded much farther globally.Rubin said her customers are going for fewer embellishments this year—a look far more sophisticated than ever before. She said girls are going sleek, one color, maybe a slight cutout, and then dressing it up with a statement earring
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.“With countercultural movements, antiwar protests, and an antiestablishment stance, many ‘irreverent’ youth brought proms to a halt.Teens want to dress like Jennifer Lopez or Kim Kardashian on the red carpet. They want to stand out.photoAnd the dress is just the first expense of what turns into a very pricey night. All in, Ndrecka estimates, prom can cost well over $1,000.But Sydney Rubin of Rent the Runway said that renting dresses for prom has become more popular over the years.Proms are held at some Canadian high schools, and they have also caught on to a lesser extent — and with a younger demographic —But the true roots of prom — short for “promenade” — are as a rite of passage, debuting at Northeast colleges such as Harvard University and Amherst College in the mid- to late 19th century, as relatively simple farewell dances for graduating classes.