Formal Approach plans prom on a long calendar. The showroom sits on West Old Andrew Johnson Highway in Jefferson City, the Carson-Newman town between Knoxville and Morristown, and it sells prom, pageant and formal wear, plus tuxedos for dates. By the time Jefferson County is in the middle of homecoming season, the store is usually already turning its racks toward spring.
Buying for prom in an Atlanta showroom
The shop's blog has described a full week at International Prom Fashion Week at AmericasMart in Atlanta, which the writer compared to a 15-story mall of the season's trends. The team said it polled followers on Instagram first and then shopped for "our girls." During that same trip it attended the International Promise Foundation Black Tie Gala and Retailer's Choice Awards, a fundraiser for a nonprofit that works on issues facing teens, and the post says the team loves going every year.
The shop's roots in local prom go back at least to 2015. That February, WATE reported that Formal Approach was one of three vendors bringing hundreds of new gowns to Hot 104.5's Dash for the Dress prom event at a downtown Knoxville hotel, with every dress tagged $50, $100 or $200.
The styling team also writes trend reports for each new season. One opens with a line that sums up how the store talks about the dance.
At Formal Approach, we view prom as your personal red-carpet debut.
Thirteen designers, with Jovani the deepest
The shop menu names thirteen designers: Sherri Hill, Jovani, Ava Presley, La Femme, Portia & Scarlett, Jasz Couture (Jasz), Ellie Wilde, Miah Vega Limited Edition, Colette, Colors Dress, Morilee, Rachel Allan and Alyce Paris.
The online prom collection shows where the depth is. Jovani makes up close to two of every five prom styles listed, far more than any other house. Portia & Scarlett, Ava Presley, La Femme and Ellie Wilde form the next tier, followed by Sherri Hill, Rachel Allan and Jasz Couture, with a small run of Miah Vega pieces. The store has said it carries Sherri Hill's complete seasonal lineup, so the newest Sherri Hill styles tend to reach the floor early.
The trend reports double as a map of the floor. For corset bodices and the deep V "basque" waist, the stylists point to Sherri Hill and Ellie Wilde. Ava Presley gets the nod for iridescent, light-catching fabric. Feathers and beaded fringe belong to Portia & Scarlett and Jasz Couture. La Femme is the team's top pick for clean, unembellished satin and jersey. Jovani and Miah Vega cover geometric sequins and daring cut-outs. If all you know is that you want structure or movement, start there.
The site also sorts gowns by silhouette, neckline and color, keeps a separate plus-size prom section, and lists collections for homecoming, military ball, graduation, pageant and pageant interview suits. Each of the staff stylists, Baylee, Kristen, Lily, Neely and Sidni, keeps a picks page, which is a quick way to see the floor through one person's eye before you visit.
What prom gowns cost, and the size run
Prices are posted on the online collection, which makes it the best guide for setting a budget. Most prom styles sit between about $575 and $850, with the typical gown close to $700. Entry styles start under $300, and couture pieces at the top reach close to $4,000. Short homecoming styles run lower than long prom gowns.
Typical prom prices in the online collection
Under $300Most $575 to $850About $4,000
Sizes 00 through 14 are listed on almost every prom style. About half go to 16, a smaller share reach 24, and a handful run to 26. Size 000 turns up on some styles too. If you wear a 16 or up, start in the plus-size section, where the choice is built for you instead of thinning out at the end of a size chart.
Everything bought in the retail store is final sale, so settle the size and color in the fitting room. The stylists can help with the in-between decisions, and a quick message before the trip saves a wasted drive.
Before you check stock, the contact page asks for
- The style number
- The color you want
- Your size
- The date of your event
Tuxedos and hours at the Jefferson City showroom
Dates have a rack too. The tuxedo collection offers slim-fit velvet tuxedos to buy, in colors that run from emerald, burgundy and sapphire blue to dusty rose, deep aqua and onyx. The store also carries its Reserve Collection tuxedos on the floor, and its stylists have suggested pairing a chocolate or wine gown with a classic black tux or a deep navy suit. The menu lists tux rental as well. Ask in the showroom what is available for your date.
For your date
Tuxedos at the showroom
To buy
Slim-fit velvet tuxedos in a wide run of colors
In store
Reserve Collection tuxedos
Rental
Listed on the menu, ask in the showroom
The store's site lists hours of noon to 6 on Monday, Tuesday, Thursday and Friday, and 10 to 5 on Saturday. It lists no Wednesday or Sunday hours, so a Saturday morning is the longest stretch for a first visit.
Jefferson City sits on US 11E, so the drive is simple from Dandridge, Morristown, New Market and White Pine, and from the east end of Knox County. For more stores across East Tennessee, see our state guide.
Questions about the Formal Approach showroom
Which designer has the most prom styles at Formal Approach?
Jovani, by a wide margin. It makes up close to two in every five prom styles listed, well ahead of Portia & Scarlett and Ava Presley.
What should I send before asking about stock?
The style number, the color, your size and the date of your event. The contact page asks for those four details so the stylists can check quickly.
Can I return a gown I bought in the showroom?
No. The refund policy makes every retail store purchase a final sale, so try on carefully before you pay.
When do new prom gowns reach the store?
Well ahead of spring. The shop buys at the Atlanta prom market and starts showing the next spring's gowns in the fall, well before most proms are on the calendar.