Prom is a rite of passage for high schoolers, but a flashy new dress can cost hundreds of dollars. The Princess Project helps girls cut costs while promoting fashion sustainability. The nonprofit collects new and gently used formal dresses and accessories throughout the year, then when prom season rolls around, launches pop-up boutiques where girls can shop for their dream dress at no cost. The only criteria is they have to be a high school student who’s going to prom.
The Princess Project started in San Francisco in 2002 with a small dress drive. The movement grew exponentially over the years, and expanded to San Diego in 2008. Today, it’s headquartered at Parkway Plaza in El Cajon and has chapters in San Francisco, Silicon Valley, and Sonoma.
“We really want to celebrate teens, make them feel good about themselves, and save them some money because it costs a lot to go to prom. This is one way that we can help alleviate the cost,” says Karen Martin-Spellerberg, corporate board chairman and head of the San Diego chapter. “There’s no financial requirement to come get a dress with us because we are all about everybody being equal and having the same opportunity.”
The experience is more than just picking out a dress, says Martin-Spellerberg. The Princess Project works to create a bubble of inclusiveness and confidence, where all shapes and sizes are celebrated, and all comments are positive.
In the months leading up to prom season, teens can book an hour-long appointment at the Parkway Plaza location to try on dresses and accessories, which they get to keep. Volunteers act as personal shoppers, curating an experience unique to each kid. This year, the Princess Projects also brought dresses to eight library branches throughout San Diego County to reach girls who couldn’t make it to the main event.
Because the Princess Project relies on donations, they often do not receive enough dresses in “fringe sizes” (00-2 and 14 and up), so they hold fundraising events to purchase new dresses in those specific sizes to maintain an inclusive range. Its signature $5 Dress Sale Fundraiser event will take place on May 30-31 at Parkway Plaza, where non-prom dresses (cocktail, casual, business) donated throughout the year are sold for a minimum $5 donation per dress. All proceeds from this fundraiser are used to purchase the understocked sizes.
“We’ve got dress drop off sites throughout San Diego County and people sometimes will donate dresses that are non-prom—sometimes they’re cocktail, casual, summer, business. So, what happens is when we are done with the season, we flip our dress store and we put out all of the non-prom dresses,” says Martin-Spellerberg. “People can come shop and get as many dresses as they want and 100 percent of the proceeds go toward us purchasing dresses in the sizes we don’t have enough of.”
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The Princess Project also relies heavily on volunteers, including teen ambassadors, the latter who meet monthly, help organize the store, work outreach tables, and host a fashion show to help spread the word to their fellow students that the dresses are premium-quality and “ready to wear, beautiful and amazing.”
“It’s all about kindness and making kids feel good about themselves,” says Martin-Spellerberg.
