Data released by Debenhams shows the sale of cocktail dresses has shot up by a huge 65% over the traditional floor length dress, as Irish debutantes spend hundreds preparing for their Debs.
This change in frock favourites seems to be spurred on by the ‘Great Gatsby effect’, following the cinematic release earlier this summer. No.1 by Jenny Packham and Diamond by Julien Macdonald have been firm favourites, with 1920s drop style waist lines and embellishment details topping the shorter style stakes as seen on red carpet style sirens Saoirse Ronan and Kristen Stewart.
The retailer reports that young women across the country are set to spend a staggering average of €825 on beauty treatments, evening dresses and accessories to ensure they look their best on one of the most important nights of a girl’s social life.
The impact of the blockbuster has also been noticed in the retailer’s beauty hall, with sales of ruby red lipstick shades and eyebrow products up by 43% as ladies try to recreate leading lady Carey Mulligan’s look.
Spray tans, manicures, make-up and hair appointments top the list of pre-debs pampering appointments in Ireland, as girls and their parents spare no expense to ensure they look and feel their best on their big night.
Karen Nason from Debenhams said: “The Debs is such a huge tradition amongst teens in Ireland, and this year tradition seems to be turned on its head. Many shoppers are seeking 1920s inspired cocktail and prom style dresses, with details like feathers, dropped waistlines and rhinestone embellishments proving really popular. Hair accessories are also set to play a major role in Debs trends this season.”
“Competition remains rife when it comes to the debs, with girls wanting to ensure they are on trend. It seems cost is not a factor when it comes to finding that perfect dress and securing the leading lady part at your Debs ball!”
Preparation starts months in advance with the search for the perfect dress, shoes and accessories, while beauty treatments are booked around three weeks before the big night including highlights, hair trials, manis, pedis, eye brow waxing and lash extensions.
Karen Nason continues, “Our beauty halls get extremely busy with girls looking for make overs and beauty appointments. Weeks of preparation for one night is obviously worth it for Irish teens”.
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