High School Musical, 10 Things I Hate About You, or Never Been Kissed, are some of the movies with which young people —and not so young— have grown up. The Kissing Booth or To All the Boys I’ve Loved Before are the updated version of the romantic comedy in the purest American style. They all have something in common: the prom. Whatever the plot of the movie, the dress, the corsage, and the pick-up time on the night of the party are always present. This “prom” culture has impacted Catalan graduations with a transformation: now all the girls want their dress.
@ohjuliettestore Showing our graduation dresses, not knowing what they have said about us 😬🩷 #graduationdresses #graduationideas #highschoolgraduation #graduations #ohjuliette
♬ original sound – Oh Juliette
Oh Juliette and Sorellas The Brand are two companies dedicated solely to selling graduation dresses. The first was born in 2012 and was the pioneer in “introducing the prom concept,” as they explain on their website. A concept that has now reached its peak: “There are a lot of people. There are lines of five or six hours,” explains Noelia Jaramillo, manager of the Oh Juliette store in Barcelona. The season starts in the first months of the year, on weekends. In March, lines of two to three hours already form. But it is between April and May that it reaches its peak, when most high school graduations take place. “It’s crazy,” admits Sònia Céspedes, manager of the Sorellas store on Aragó street. Both say that the lines easily reach an hour, although there is a limit to the number of dresses that can be taken into the fitting room — four maximum — and that “before entering, they are explained how the store works,” Jaramillo says. In these two stores, dresses range between 40 and 70 euros.
@netioncars Hours of waiting in line to buy a dress #line #hours #time #buy #dress #partywear #clothingstore #store #sorellas #sorellasthebrand #brand #patience
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A procedure confirmed by those waiting in line to try on dresses. Núria Albin (16 years old) and her mother, Anna Vila, came last Friday taking advantage of having a day off. “I’ve seen these dresses a lot on TikTok and also friends of mine who have come,” Albin said. They were looking for a dress for the fourth year of ESO graduation at Oh Juliette. Carla Gil (16) and Griselda Manresa were also waiting in line to try on dresses: “We’ve been in line for over half an hour,” Manresa lamented. Still, she admitted she already expected “this many people.” However, Vila was surprised. “We came today because we thought there would be fewer people, but we’ve been waiting for more than half an hour to try on the dresses,” she lamented.
Alba Rodríguez (15) was in a similar situation a few streets up, at the Sorellas The Brand store on Aragó street. Like Gil and Albin, she was looking for a dress for the ESO graduation: “I’m excited to graduate with a dress,” she admitted. Rodríguez saw the lines forming on social media, “and I thought there would be more.” “Afternoons are horrible, there are so many people. My friends recommended I go in the mornings,” she admitted.
This phenomenon generates excitement among the girls’ companions, but also understanding: “The dresses are cheap, and for one day they’re fine,” Vila said. Although she also added that “personal tailoring is missing.” “That will come later.” Albin, Gil, and Rodríguez reflected that “fashion has come through social media,” but that it also “makes them excited to celebrate the end of a stage.”