For prom, dresses to dance in style

It’s time again for that annual rite of passage known as prom.

As expected, there are plenty of bargain-conscious prom shoppers, and local retailers have responded with a number of cost-saving options.

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Elissa Eubanks/eeubanks@ajc.com

Allyn Davenport, 17, wears a white column gown with silver metallic print by Aqua, exclusive to Bloomingdale’s, $248

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PHOTO RESOURCES
Aura Hair and Makeup: 29 Oak St., Roswell. 770-640-2882; www.aurahm.com
Bloomingdale's: Lenox Square, 3393 Peachtree Rd.; www.bloomingdales.com
CC's of Rome: 2710 Town Center Dr., Kennesaw. 770-425-3067; www.promdress-sale.com
Legends: 10800 Alpharetta Hwy., Roswell. 770-998-2737; www.legend-formals.com

PROM DRESS GIVEAWAYS
These organizations provide dresses to girls in need. Check for qualification requirements:
Becca's Closet: Town Center Oaks Shopping Center, 2615 Busbee Pkwy., Kennesaw. 770-361-0802
Enchanted Closet: See www.enchantedcloset.org for giveaway dates and locations.
Latin American Association: Shopping day is April 11. 2750 Buford Hwy. 404-504-5420


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At Legends in Roswell, owner Thomas Tolbert offers any dress in the store for $125 to a student who demonstrates she has completed five hours of community service beyond school requirements. At Aura Hair and Makeup, also in Roswell, students can save on pre-prom primping with hair and makeup priced at $120. For an extra $80, they can add a professional red carpet photo shoot.

At least three Atlanta area organizations will distribute donated prom dresses free of charge to girls in need, with the belief that everyone should be able to participate in this once in a lifetime event.

But sometimes, being price aware doesn’t translate into spending less money on the dress.

“People come in and ask, ‘Where are the $100 dresses?’ yet they walk out with a $200 dress,” said Ralph Ortiz, manager of CC’s of Rome.

Sales were 20 percent higher in January and February this year compared to the same two months in 2008, said Ortiz. Though he and his wife, store owner Carolyn Clark, stocked up on dresses priced $200 and under, on average, customers at the Kennesaw store spend about $275, he said.

Their buyers come from as far as Alaska via online sales, while girls from Tennessee and the Carolinas drive in on the weekends with moms, dads and friends in tow. And each has the desire to find something unique.

Prints in animal, floral and abstract patterns, bright colors, classic black and white and metallics are some of the top trends likely to appear on dance floors around the metro area as teens take part in this ritual celebration.

The AJC asked students from the Atlanta Ballet Centre for Dance Education to show their moves in the latest styles, creating memorable looks that were made for a night to remember. See photos