The demand for graduation dresses recovers compared to 2020
Graduation parties are not sanctioned by the National COE, however, many families have planned small gatherings and photo shoots to celebrate this important transition. With this decision, the demand for graduation dresses has been reactivated, which plummeted in 2020, due to the pandemic confinement.
Cuencan designers Lula Martínez and Belén Cuenca Argüedo report a recovery of at least 50%, in relation to the orders they had at this time in 2019.
Marcela Samaniego, designer of the Cuenca brand Nua, assures that a phenomenon is taking place that still shows uncertainty. “A lot of people tell us that they didn't know whether to have the dress made,” she says. This has caused orders to be placed with very little time in advance.
Also, the family budget has decreased. "In previous years, prom dresses cost from around USD 150 to USD 400. Now there is a limit, the most expensive is around USD 250," explains Cuenca Argüedo.
This is reflected in the designs. Before, for example, the dresses were more complex: with rhinestones, embroidery, double skirt, pleats and tulle. Now, young women opt for more festive cuts and fabrics, but that require less labor time and less investment in materials.
One of the main trends of this time, precisely, is a sober style inspired by the 90s. Martínez says that in his workshop they are making dresses with simple lines, such as the 'A' cut, and with neater seams.
The most frequent fabric of choice is silk, as it has a natural shine and elegance. This textile is now present in designs for day or night and in garments such as dresses, blouses or pants.
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Samaniego indicates that this change in trend is seen in the decrease in orders for embroidery and the increase in cuts with deep necklines.
"Some girls no longer make dresses, they go for the line of seeing a nice 'outfit' of pants and blouse," says Martínez. The clients are thinking about how to reuse these 'looks', according to Cuenca Argüedo, combining one of the two garments with more casual pieces. In other words, they want the investment to be useful beyond the day of the celebration.
The other trend that is prevailing is totally opposite, it is inspired by the dramatic and voluminous 80s. “After having spent a very difficult year, of having been locked up, the girls want to enjoy themselves with great fanfare,” says Martínez.
In this line there are puffed sleeves, which refer to the time of Diana of Wales, folds, pleats, rhinestones and the use of materials such as crinoline, sequins and tulle. The designs are attached at the top and with layers that give a lot of volume to the skirt.
"The trend, and that has hit Cuenca, are structured corsets with rods and that it shows," says Samaniego. However, he says that on a global scale one of the most relevant trends is the prom dress with pants, something that has not yet caught on in the Azuay capital.
As for colors, although in provinces such as Pichincha and Guayas whites and creams predominate for high school graduations, in other areas of the country this rule is not so strict. Similarly, other colors are preferred for college graduations. Metallics and red stand out, according to Samaniego.
“In my case, blacks are ruled out,” says Martínez. Pastel colors have also prevailed this season, such as lilac and light blue, and nudes. “Colors have their language. After a complex year, we are looking for peace of mind”, concludes the young designer.
