July 13th 2023.
Amanda Frolich wanted to make her daughter Bibi's prom extra special, so she spent over £1000 on an outfit, hair, makeup, and a chauffeur-driven car. With school proms being big business in the UK, and parents spending an average of £764 on their child's prom with £533 of that on clothing, makeup and hair alone, the notion of proms has come under fire.
Writer Caitlin Moran recently asked why we put girls through the ‘horror of the school prom’, referring to the pressures on girls to fit in during what should be a celebratory event. Chartered psychologist Dr Louise Goddard-Crawle warns parents to be aware of the pressures their girls may be feeling, and to be aware of the unrealistic expectations and standards created by the media and popular culture.
For Amanda, dressing up for a special occasion is harmless fun, but she cautions parents to be aware of the expectations and pressures their daughters may face. Alexandra Wood's 15-year-old daughter, Aimee, chose to follow her own path by not sharing her dress on social media, and Alexandra spent just £65 on her daughter's dress, £30 on her shoes, and did her hair and makeup herself.
Samantha Madhosingh, a psychologist and single mother from London, spent just £40 on her daughter's prom, loaning her one of her own dresses for the occasion instead. She believes that it is important for parents to set boundaries and budgets on spending for prom, and to ensure the focus is on having fun.
Dr Louise suggests involving teenage girls in the decision-making process from the get-go to break the cycle of overspending, and to promote a supportive and inclusive environment. She believes that instead of viewing prom as a competition or chance to compare with peers, it can be an opportunity to engage in discussions surrounding societal beauty standards, body image, and self-acceptance.
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