Northwest Arkansas Democrat-Gazette
Single moms provide prom gown shopping experience at no cost
Culturally speaking, prom is a rite of passage for American teenagers, but these days it’s a very expensive one.
While the cost of prom dresses is substantial on its own, often hundreds of dollars, that doesn’t account for all the added work that might go into one after its purchase — from the cost of alterations and steaming, to the details that make up the full package, including the appointments for hair styling, manicures, matching accessories, photography and more.
Becky Luther, creator and administrator of Facebook group NWA Single Moms Club, recently saw a comment on social media from a single mom who wouldn’t afford to send her daughter to prom because of the cost of a dress. When she read that, Luther felt compelled to break down that barrier for her.
“This was just so sad to me, and these single moms are struggling every day,” Luther said. She reached out to Elizabeth Chism, Becca Weis and other decision makers in the single moms’ group to ask, “Could we somehow find a way to give free prom dresses to girls, teens in need?”
None of them had done anything like it before, but in late January, they began collecting donations of prom gowns and other formal wear to create the Gown-tastic Formals Drive. Within 48 hours, they had a venue, and now they have more than 400 gowns ready to give away. The first event will take place from 10 a.m. to 2 p.m. on March 9 in the ballroom at Hyatt House, 1803 S. 52nd St. in Rogers.
No proof of need is required, but registration is requested.
“It’s just been volunteers and donations and people wanting to jump in and help out,” Luther said. The connections have grown and the ideas have snowballed. “It’s just exploded beyond my wildest dreams.”
IT HITS HOME
Becky Luther believes one of the biggest reasons her brand new event has taken off is that it resonates with so many women who didn’t get a prom experience of their own.
“I personally have had multiple women reach out and say, ‘I couldn’t afford a gown, so I didn’t go and if someone had done this for me, then I would have had those memories,’” Luther said.
Whether you’re a single parent or not and no matter what your household income is like, spending hundreds of dollars on a gown that you’ll wear only once is undeniably a luxury, she said. The expense is substantial.
On the other hand, the women who have been to these events before might still have that special dress hanging in their closet. Whether it’s a prom gown, a bridesmaid’s dress, a quinceanera dress or a homecoming gown, it can be hard to dispose of that outfit since it carries special, happy memories. Once you get to a place in your life where you need the space more than the dress, it’s probably not feasible to think you’ll get your money back on it.
A majority of the gowns that will be given away at Gown-tastic come from generous individual donors. Suits and tuxes will be available as well, but since so many young men rent their outfits, they have fewer of those available.
“So many of us had one of these in our closet, and the idea of someone else benefiting from it? People want to help,” Luther said. To the kids who would miss out otherwise and the parents who want so badly to send them to the special event, “it’s a load off, especially with the economy we’re dealing with today. You’ve got single moms, single dads, to struggle to provide the basics is hard enough.”
With so many movies and songs about prom, it can be hard for a parent to admit that the expense just isn’t feasible. Luther hopes that Gown-tastic will ease those parents’ minds and their financial burden while also showing their teenagers that they matter and that people want them to have a great experience.
“Just because you may be in a position where you can’t afford it doesn’t mean you don’t deserve it,” Luther said. “Everybody deserves to have a fabulous prom gown, to feel special, to feel gorgeous, to feel celebrated, especially when you’re about to graduate and go out in the world.”
WHAT TO EXPECT
No one is profiting from the event, Luther said, which she believes is one of the major draws. Instead, it’s a bunch of offerings from sponsors, people and their businesses who are donating out of the goodness of their hearts to benefit these teens in need.
A mom-and-pop bakery donated four dozen cookies and while one business gave racks to place the gowns on, Renew Aesthetics donated the black felt hangers so they would be displayed uniformly, making the look more appealing.
A few dress shops, such as Beautiful Lives and Violet’s Bridal and Formal, donated gowns as well, so some of the dresses available will be brand new, Luther said.
As a result, the gowns set out for the choosing are a mix of all sizes. They range from size zero to plus size, with an entire rack devoted to plus size gowns. Volunteers hope there will be more before the event takes place. Together they have removed a few dresses that were a little outdated and employed a seamstress to repair the gowns that needed a little TLC.
They’re currently seeking a donation of dry cleaner services for the 28 dresses that need cleaning before the big day.
“When we started this, I think we all thought we would have a couple dozen gowns in our garage, but it’s turned into this massive event, which is fantastic, Luther said. “I’m beyond humbled at the volume of businesses” involved.
Since they have so many more prom gowns than they bargained for, they are storing them with the help of Ozark Regional Vein and Artery Center, which had a space they could use for a few weeks.
Teenagers who attend Gown-tastic can enter to win raffle prizes that Luther and her volunteers have been feverishly collecting. Their goal is to have enough for every person attending to take one raffle prize home — in addition to their gown or suit, of course.
So far, raffle prizes include gift cards to local businesses, fragrances, hair styling services, gift cards for manicures, photography sessions and more to elevate the prom experience. Vendor booths will give out “little goodies,” and sweet and savory treats will be available in addition to the large raffle giveaway.
Event organizers are still accepting gown donations, and several local businesses have agreed to be drop-off locations. You can find those listed on the event’s Facebook page “NWA Gown-tastic Formals Drive” for places in Fayetteville, Springdale and Rogers.
“My goal is to spoil and celebrate these teens in a post-covid world,” Luther said. “We know that depression and suicide rates are skyrocketing despite the fact that (teens) are more connected with their phones, social media, than ever before. [But] they are more isolated.
“It’s a small thing, perhaps, but if we can say, ‘You are seen, you are important, you are heard, well, wouldn’t that be a wonderful thing?”