Bravura Fashion gets you the new gowns early. The store announces the next year's prom gowns in the fall. The shop has sold formal wear in Alpharetta since 1988, and the store's tagline calls it "Atlanta's top dress shop since 1988." It works out of a huge storefront on Old Milton Parkway.
The store says it has the largest selection of designer prom dresses in Georgia, with hundreds of Sherri Hill, Jovani and Portia & Scarlett gowns in the building.
Walk in, and a stylist comes with you
Walk-ins are welcome for prom. Appointments are only for wedding dress shopping, and everything else, prom included, is walk-in. The store's welcome note sets the tone for a visit.
All guests will have a stylist who can assist with finding a perfect dress!
Local parenting outlets have noticed. Mommy Poppins wrote in March 2024 that the store "does not require an appointment for prom dress shopping." In February 2026, Atlanta Mom called Bravura "a premier destination for designer prom dresses in Atlanta," with expert stylists to help.
The store is open every day, Sundays included.
Sherri Hill, Jovani and the prom lineup
Bravura is an authorized retailer of every designer it carries, and it guarantees each dress comes from the original manufacturer with its designer labels and tags. The prom side of that list runs through Sherri Hill, Jovani, Portia & Scarlett, Alyce Paris, Ellie Wilde, Clarisse, Andrea & Leo and Colors Dress, with Morilee prom and Terani prom too.
If a style is missing, send the designer name and style number and staff will look for it.
Homecoming court, in-stock shorts and the fall sale
The store carries Sherri Hill homecoming court dresses, and the store keeps homecoming short dresses in stock.
Homecoming
In-stock short dresses and Sherri Hill homecoming court styles
Pageant
Pageant gowns, plus Jovani Kids for girls
Bat mitzvah and black tie
Gowns for bat mitzvahs, galas and charity events
The store's Black Friday sale is the kick-off to its prom and wedding season, the time of year when new dresses arrive and the big savings happen. A monthly email list brings first looks at new arrivals, upcoming events and VIP discounts.
Good to know at checkout
The sales policy is short and clear. All sales are final, with no returns, cancellations or refunds. The one exception is a mismatch between your receipt and the dress you receive, in style, size or color. Sale dresses come off floor inventory and are sold as is.
Delivery dates on special orders come from the manufacturer and are approximate.
Old Milton Parkway and the north Fulton schools
Old Milton Parkway crosses Alpharetta east to west with an interchange at GA 400, and the store sits on it. Alpharetta, Milton, Cambridge and Chattahoochee high schools are all nearby. For more shops across metro Atlanta and the rest of Georgia, see our state guide.
A private bridal suite, and Terani Mothers in the lineup
Bridal is by appointment only, in a private suite where family and friends can join in. Space is limited during prom season, so the store asks brides to keep their party to three guests and to let it know ahead if more are coming. The bridal lineup includes Amy & Eve, Blu Bridal, Casablanca Bridal, Enchanting by Mon Cheri, Julietta Bridal, Madeline Gardner Signature, Maggie Sottero, Morilee, Rebecca Ingram, Sottero & Midgley and The Other White Dress.
The evening and mother of the bride lineup includes Alexander by Daymor, Cameron Blake, Gia Franco, Ivonne D, Jovani Evenings, Marsoni, MLNY by Morilee, Montage, Nicole Bakti, Rina di Montella and the cocktail, evening and Mothers lines from Terani. Bridal and mothers' gowns each go on sale as well, and The Knot included Bravura in its list of seven places to buy mother of the bride dresses in Atlanta.
Bravura prom questions, from walk-ins to tags
Can I walk into Bravura for prom on a Sunday?
Yes. The store opens on Sundays, and prom shopping never needs a booking. Only brides book ahead.
How can I tell a Bravura gown is the real thing?
The store guarantees every dress comes from the original manufacturer and arrives with all its designer labels and tags, and it is an authorized retailer of each line it sells.
When does the new prom collection arrive?
In the fall, well ahead of most proms. The store announces the next year's gowns early, and it treats its Black Friday sale as the start of prom season.
What if the style I want is not on the floor?
Email the designer and style number, and staff will check whether they can get it.