Just say yes.
Discovery Consumer Products, the licensing arm of Discovery Communications, has teamed up with Macy’s to be the absolute banker for the new “Say Yes to the Prom” dress and adornment lines.
Featured as a shop-in-shop in Macy’s juniors department, the “Say Yes to the Prom” accumulating will abide of 28 altered styles of dresses from two manufacturers, Bee Darlin and City Triangles, all beneath the “Say Yes to the Prom” label. Dresses, in inferior allocation from 0 to 15, retail from $149 to $189, while jewelry, which includes necklaces, earrings, bracelets and beard pieces, retails from $10 to $28. The adornment was advised by K&M Accessories. Both the adornment and dresses will be accessible at macys.com on Feb. 1 and at Macy’s, alpha Feb. 15.
The “Say Yes to the Prom” retail amalgamation is allotment of a beyond TLC altruistic action created by Discovery Communications, which is in its sixth year. The action serves about 1,000 underserved and academically high-achieving acceptance beyond the country, accouterment a adulatory dress or cape for the aerial academy prom. It additionally includes one-on-one appearance sessions with TLC’s Monte Durham and Betsey Johnson and mentorship, scholarship and internship opportunities as acceptance adapt for their aing journey: academy and careers. The action was spawned by the accepted “Say Yes to the Dress” on TLC, which has a adherent fan abject with millions of admirers who accept angry in account for 14 seasons to acquisition the absolute dress for their weddings.
According to Leigh Anne Brodsky, controlling carnality admiral of Discovery All-around Enterprises, the aggregation started talking to Macy’s added than a year ago about the “Say Yes to the Prom” collaboration. “This is a authorization that’s so abundant a allotment of the zeitgeist. When you say, ‘Say Yes,’ bodies apperceive what it is. It’s become allotment of the vernacular,” she said. Macy’s admired the abstraction because it was not aloof a blatant TV show, but that it would address to Millennials because “it absolutely has some affection to it and some acceptation to it,” she said. “’Say Yes to the Prom’ has a pro-social component, which is a big allure for Macy’s,” she added.
Brodsky declared the action as a 360-degree affairs that has several altered blow points, including digital, television, retail and e-commerce. The pop-up shops ambit from 400 to 500 aboveboard anxiety in 150 Macy’s doors, and 800 to 1,000 aboveboard anxiety in the top 50 doors. The food will additionally accommodate brawl tips on mannequin hangtags. Life-size cardboard baby cutouts for “Say Yes” selfie moments affection dresses from the “Say Yes to the Prom” line. Girls can breeze a selfie and column to amusing media.
Macy’s is altruistic 500 of the “Say Yes to the Prom” dresses to the charity, and 2,500 in absolute from their portfolio of dresses. On April 8, for every brawl dress awash at Macy’s, the banker is altruistic a dress to Becca’s Closet, the program’s altruistic partner, up to 5,600 dresses. Adolescent men will be outfitted with cape rentals and accessories from Men’s Wearhouse.
Cassandra Jones, arch carnality admiral of Macy’s fashion, said this is the aboriginal time that Macy’s is partnering with “Say Yes to the Prom” which aligns actual able-bodied with the store’s values, as able-bodied as TLC and Discovery. It hasn’t been bent if this will be a multi-year program, but “it absolutely could appearance up again,” she said.
As for the big brawl trends that are axiomatic in Macy’s offerings, Jones cited abounding of the trends that were apparent at the Golden Globe Awards Sunday night such as the ultra femme, adventurous trend; old Hollywood glamour; admirable colors, and feminine aspects such as sparkly sequins. “It’s about bogie account and princess-like,” she said. Another trend is abundant added “it” girl, including shine, embellishment, adorned bean assignment and adapted bodice and dress. “Two-pieces are actual accepted for the prom, as able-bodied as off-the-shoulder and accessible accept detailing,” said Jones. She additionally said glassy and basal and atramentous and white are big trends for prom, some with adornment such as ruffles and lace.
From this ages through April, “Say Yes to the Prom” will accomplish stops in Los Angeles, Miami, New York, Chicago and Silver Spring, Md. A “Say Yes to the Prom” TV appropriate afterward bristles acceptance from this year’s Los Angeles accident will premiere on TLC on April 1, followed by an acclamation on OWN: Oprah Winfrey Network the aforementioned month.
According to Adria Alpert Romm, arch animal assets and all-around assortment officer, Discovery Communications, and architect of “Say Yes to the Prom,” girls and boys of aerial bookish accomplishment who face arduous bread-and-er situations at home are alleged by aerial academy advice attorneys to participate. Aerodrome contest will be captivated in New York and Los Angeles, and acceptance will be advised to custom dressmaking casework and abounding beard and makeup, as able-bodied as one-on-one appearance sessions with Durham and Johnson. A red-carpet acknowledge appearance will authoritativeness anniversary of these aerodrome events, giving participants a adventitious to appearance off their new brawl looks. In Miami, Chicago and Silver Spring, there will be a appropriate shopping-only day with Durham.
“Say Yes to the Prom” will affection scholarship, internship and mentorship opportunities as allotment of educational and adolescence workforce partnerships with The Emma Bowen Foundation and New York City’s Center for Adolescence Employment in affiliation with the NYC Administration of Adolescence and Community Development’s Ladders for Leaders program, amid others. Acceptance at anniversary accident will be commutual with able advisers from the appearance and media industries.
In accession to ally Macy’s, Betsey Johnson and Men’s Wearhouse, beard and architecture casework are provided by Paul Mitchell Schools and new beard accumulating Paul Mitchell Neon, black accoutrements by Jessica McClintock, hands-free purses from GirlyGoGarter and on-site dressmaking from George Worrell Style.
Elsewhere, UsTrendy, which specializes in appearance for juniors and adolescent women, has launched a altruistic foundation alleged “The Believe in Yourself Project,” which provides bags of dresses to girls and adolescent women who couldn’t commonly allow them, to abrasion at their accessible academy dances and homecoming. The aggregation additionally seeks to actualize a coach affairs that will accommodate mentoring casework and added abutment and accompany in women speakers to allocution to the girls. Donations began aftermost winter. In the accomplished week, UsTrendy has been carrying dresses to the Boys and Girls Clubs about the country.
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