Frock horror of American trend
Young Scots put their mark on American import – and they start planning their posh outfits as long as 14 months in advance
SCOTLAND has imported many fine examples of American culture.
But spare a thought for any parent dealing with the school prom fad.
OK, the emphasis might be more charitable in Scotland but some pupils are buying outfits as expensive as £800. We’ve come a long way from an illicit carry-out after a school disco.
HE 2019 school prom season has yet to start. But in Ayr, one boutique has sold its first dress for 2020. Promzillas – they are a thing – who want first dibs on the best frocks are already planning their outfits 14 months in advance.
The American tradition of marking the end of school with a fancy formal dance drifted in to Scotland via films and television shows such as High School Musical and Glee. They have been an established part of the academic calendar for the past 15 or so years.
But while the terminology and the dress codes are the same, the Scottish prom is a different beast.
Professor Julie Tinson from Stirling University has compared Scotland and the US and said: “Ours are more like a wedding. Everyone goes to the school hall or the hotel and there’s food then dancing. In the US, they go out with friends first, maybe to a restaurant, then go to the school for the dance.
“In Scotland the speeches and awards are quite involved. The prom king and queen are not the biggest jock and the prettiest cheerleader. They tend to be the two who have made the biggest contribution to the school community, often through charity work.
“Some schools use it to promote educational attainment, with free tickets for students who go to revision classes. And there’s a greater degree of inclusiveness. Schools take access very seriously, some waive the entrance fee if the family can’t afford it.”
The ticket is just the start of the cost, which can be terrifying. In Ayr’s Beau Beau Boutique, Victoria Lace-Williamson specialises in prom dresses. She said: “They start at £175 but the girls don’t want those ones. They want the bling, which gets expensive.”
Her top price is £800 and the average prom dress costs £500. Customers pay a deposit, the gown is made to order and there is 12 weeks to pay off the balance. The hunt starts in August. Victoria said: “They live for prom. They watch the girls from the year above, see the photos being posted, it’s massive in young girls’ lives. They are serious, they’ve planned it, they come in and say they want a fish tail.” (That is not a mermaid costume, it’s a fitted gown that flares out at the bottom.) Customers who wait until May are less selfconfident – or worried about the budget.
Victoria said: “The girls we see now might have body issues, they might be bullied and say they’re not going to come. It can be a financial thing, they’ve waited to save up to buy their own dress, then mum puts a bit in, gran puts a bit in.”
The frock is just the beginning. For lots of girls, prom requires full glam – hair, makeup, nails, tan. When Ashleigh Anderson’s beauty salon in Glasgow, F.A.C.E opened for prom appointments in March, it was “like a call centre”. They took 98 bookings on the first day.
Ashleigh said: “It’s crazy. It’s one of our busiest times of the year.”
Transport is another major cost. Stretch limos are still popular, with the more adventurous looking for VW camper vans and horse-drawn carriages.
While the boys might not need to be sprayed brown with an elaborate up-do, they do want a smart suit or kilt for the big night.
Julie Tinson has found some teenagers who reject the conspicuous consumption of the OTT prom.
She said: “One girl wore a £20 sale dress from Jane Norman and went there on the bus.”