Prom
Shop early: January through March is the best time to choose your dress, leaving time for alterations before spring dances.
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The High Couture Shopping Guide
When to shop, how to find your size, what a tailor can change, and how to care for a beaded gown after the big night.
01 · When to shop
When To Shop For Your Dress
The best dresses sell out first, so the earlier you choose, the more styles and sizes you have to pick from. Every year, in the first week of August, we showcase our new styles for the following year at Atlanta Prom Market. Use the calendar to see when to browse, when to choose, and when each event season begins.
Shop new arrivals
BrowseBest time to shopEvent seasonAtlanta Prom Market: new styles shown, first week of August
Occasion
JanFebMarAprMayJunJulAugSepOctNovDec
Prom
Homecoming
Pageant
Bridal
Evening
Quinceañera
Quinceañera
Ball gowns take time to fit. December through March is the best time to choose, so there is room for fittings before the celebration.
Shop quinceañera dresses
Evening
Browse in April and May, then choose your dress anywhere from June through October, ahead of holiday galas and black-tie events.
Shop evening dresses
Couture
Statement designs for pageants and red carpets. Choose your gown a few months before the event, leaving time for fittings and for practice walking in it.
Explore couture dresses
Mother of the Bride
Start looking about six months before the wedding. Choosing early leaves room for several fittings.
Shop mother of the bride02 · Sizing
Find Your High Couture Size
High Couture sizes run 00 through 24 and differ from everyday clothing sizes, so go by your measurements rather than the size you usually wear.
Open the size guideMeasure
Measure your bust, waist and hips with a soft tape, keeping it snug but not tight.
Compare
Match your measurements to the size guide. If your measurements fall in different sizes, fit to your largest one.
Fit finder
Not sure? Enter your measurements in the Dress Fit Finder at the bottom of the size guide page for a suggested size.
03 · Alterations
Alterations
Most formal gowns need a small alteration to fit perfectly. Look for a tailor with experience in beaded and sequined fabrics.
What Tailors Commonly Adjust
- Hem
- Taking up the length for your height and the shoes you’ll wear.
- Straps
- Shortening or adjusting straps so the bodice sits where it should.
- Side seams
- Taking the dress in at the side seams for a closer fit.
- Bustles
- Adding a bustle so a train can be lifted for dancing.
What’s Harder To Change
- Adding length
- There is usually little extra fabric in the hem to let down.
- Letting out
- Seam allowances are small, so a dress can only be let out a little, if at all.
- Heavily beaded areas
- Beading and sequins have to be removed and re-sewn by hand around any new seam.
- Neckline or silhouette
- Changing the shape of the dress is rarely possible without affecting the design.
Timing
Allow time for fittings before your event.
Book your first fitting soon after you have your dress, and bring the shoes you plan to wear.
Many authorized retailers offer alterations or can recommend a seamstress. Ask when you try on your dress.
Find an authorized retailer04 · Care & storage
Caring For Beaded And Sequin Gowns
Beading and sequins add weight and detail that need a little extra care, before the event and after it.
Storing
- Keep your gown in a breathable garment bag, never plastic.
- Hang heavy gowns by the inner hanging loops so the straps don’t stretch, or lay them flat.
- Store away from sunlight, which can fade fabric and dull sequins.
Steaming
- Use low steam from the inside of the dress, keeping the steamer moving.
- Never iron beading or sequins.
Spot Cleaning
- Blot spills right away with a clean, damp white cloth. Don’t rub.
- Test on a hidden seam first.
Professional Cleaning
- For stains or a full clean, see a professional cleaner who handles beaded formalwear.
- Point out any spots and the embellished areas when you drop it off.
Frequently Asked Questions
Answers to the questions shoppers ask most.
When should I start shopping for prom?
Shop early: January through March is the best time to choose your dress, leaving time to try on styles and schedule alterations before your prom. Prom season runs from March to June.
How far ahead should I buy a quinceañera dress?
December through March is the best time to shop. Ball gowns often need several fittings, so choosing early keeps the schedule relaxed.
How do I know my High Couture size?
Measure your bust, waist and hips, then compare your measurements to the High Couture size guide. Sizes run 00 through 24 and differ from everyday clothing sizes, so go by your measurements rather than the size you usually wear. If you are between sizes, choose the larger size and have it tailored down.
Can a High Couture dress be altered?
Yes. Tailors commonly adjust the hem and straps and take dresses in at the side seams. Adding length or letting out heavily beaded areas is harder. Many authorized retailers offer alterations or can recommend a seamstress.
How do I store a beaded dress?
Store it in a breathable garment bag, away from sunlight. Hang heavy gowns by the inner hanging loops, or lay them flat, so the weight of the beading does not stretch the fabric or straps.
How do I steam a sequin dress?
Use a steamer on a low setting from the inside of the dress, keeping it moving. Never iron beading or sequins.
Can I get a style in a color or size my store doesn’t have?
Ask the retailer. If the style you love is not on the rack, the retailer can check whether it is available to order in your color and size.
When are new styles shown?
We showcase our new styles for the following year once a year, at Atlanta Prom Market in the first week of August. Ask your authorized retailer which new styles they are carrying and when they expect them.
Where can I try on a High Couture dress?
High Couture dresses are sold through authorized retailers. Search by city, state or ZIP on our store locator to find a store near you.
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