The rise and rise of the popularity of the school prom has had a surprising effect on the output of a couture wedding dress designer with a studio in Brynmawr, as mothers splash out on dresses for darling daughters as a dress rehearsal for the wedding.

For the last 10 years, Carol Powell, of Professional Couture Design, has been asked to do more and more proms dresses.

"As the event became more of a big occasion, the mums seemed to see it as a trial run for the wedding," Carol said.

A couture dress, which can cost up to £1,000. starts with a consultation to sketch out the shape of the dress, and so the girls come armed with peer group ideas of what a prom dress should be. Carol then cuts and sews to the design, needing a fitting to make sure that it shapes up to expectations, and make any alterations. And then there is a final fitting and collection. And the prom belle has a dress designed for her, and fitted for her. And there is an added advantage.

"Unlike a wedding dress that can only be worn once, it can be used for than one occasion," Carol said.