The prom market is changing, moving away from neon colours and glitzy decorations, and heading for the seriously chic. A cracking new label that epitomises the new look is Ellie Wilde, which was launched in Atlanta and bagged a fantastic reaction from retailers. At Moda, too, the response was amazing, so Harrogate - which is where serious buyers will be making their spend decisions for the next season - will be the icing on the launch cake for the collection.

Designed by Evelyn Jia, the brand personality is contemporary, streamlined and self-assured, with some dazzling new prints, rich colourways and statement-making detailing which puts it is a class of its own. And that’s prom-perfect!

See the collection at Harrogate Bridal Show, 11-13 September, stand Q47

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