Princess Closet wins 2012 Purple Dress Award
DONATEMYDRESS.ORG ANNOUNCES WINNERS
OF ITS 2012 PURPLE DRESS AWARDS
Campaign in Partnership with Always® Empowers Girls to Make Prom Dress Dreams Come True
New York, NY (May 1, 2012) ? Hearst Magazines’ DonateMyDress.org (DMD), the first national campaign designed to encourage girls to donate their prom and special occasion dresses to their peers who cannot afford to finance the costly experience of going to prom, Sweet 16, Quinceañera or formal on their own, announced the winners of its 2012 Purple Dress Awards today in partnership with Always®, the leader in feminine protection. The awards recognize the five most outstanding chapters in the DMD network, and the 2012 campaign features Nickelodeon star Victoria Justice as the official celebrity spokesperson. Justice will also donate one of her own dresses to a deserving girl.
“We are thrilled to recognize five chapters in the DMD network that have done exemplary work in helping girls in their respective markets have a memorable prom night,” said Lauren Brown, DonateMyDress.org chapter liaison. “Our partnership with Always helps support the organization and empowers girls to give back and make others’ prom dreams come true.”
The winners of the 2012 Purple Dress Awards, each receiving a $5,000 prize provided by Always, are:
Princess Closet (Chicago, IL) collected 2,000 dresses and served more than 800 girls in 2011, working hard to encourage donations, schedule dress drives and organize Dream Day events, with motivational speakers. The chapter is also an advocate for higher education, creating the Princess Closet Scholarship Fund and the Princess Closet Davalos Scholarship. Each $1,000 scholarship was awarded to a deserving high school senior who made significant contributions in their community, and demonstrated initiative, responsibility, and leadership abilities.In addition,Princess Closet has partnered with Latino Fashion Week to collect dress donations, and with organizations such as Make A Wish Foundation. The chapter was established in 2010.
WGIRLS INC (New York, NY) collected over 5,000 dresses and served 1,900 economically disadvantaged high school girls in 2011. Signature initiatives include Giveaway Day, when girls are invited to the organization’s pop-up boutique through social workers and guidance counselors, and escorted by Prom Squad volunteers through racks of thousands of dresses to find the perfect gown. The chapter was established in 2009, and has grown from focusing on New York City’s five boroughs, to also include New Jersey and Long Island.
Working Wardrobes (Costa Mesa, CA) collected over 2,500 dresses and served more than 1,200 girls in 2011. Its signature initiatives include Cinderella for Life, an event that offers self-esteem, empowerment and etiquette workshops, and a vision boarding class to prepare girls for a fruitful life beyond high school; and The 1,000 Dress Challenge, a social media campaign encouraging others to host dress drives. In 2011, the chapter supported the Marine Corps Birthday Ball at Camp Pendleton, providing ball gowns for more than 700 women. The chapter was established in 1991.
Hermitage High School/Prom Bring It (Richmond, VA), established in 2011, collected 1,500 dresses by reaching out to local schools and businesses, and organized events to help students find formal wear. The chapter has secured partners including local mall Virginia Center Commons, who donated a store front, and sponsors such as Epiphany Beauty, Dress Barn, Macy’s, Men’s Wearhouse, Shoe Carnival and Sports Clips, and collected gift certificates, limousine services and prizes, in addition to prom and special occasion attire, to distribute to event participants.
Abby's Closet (West Linn, OR) collected 5,000 dresses and served 2,200 girls in 2011. Among the chapter’s signature initiatives is the “Dreams Can Come True” award, given annually to a deserving high school senior and including a $1,000 college scholarship. Abby’s Closet has also instituted a program that encourages high school girls to think beyond their prom, develop their leadership skills, and learn more about nonprofits. In addition, the chapter, established in 2004, works to collect dress donations in all sizes, reaching out to girls through public speaking engagements and media opportunities.
The Purple Dress Award winners will use the financial support from Always to help offset the operational and programming expenses of their organization, which include everything from dry cleaning and mending dresses, to empowerment workshops and space for dress drives.
“Always is proud to support the five winning chapters of the Purple Dress Awards, who have worked so hard to ensure that the girls in their network can participate in, and feel confident on, their special night. We hope this monetary reward will help them to continue their efforts,” says Sarah Innes, Always Marketing Director. “By supporting DonateMyDress.org, Always is thrilled to have been able to help girls realize their prom dreams and to have encouraged girls to help others feel their best this prom season.”
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