This year's prom season is full of color, sparkle and shine.

"Right now, the girls are going for the beaded, slinky, fitted look," said Allyson Brewster, manager of Forever Yours Bridal and Formal Wear. The mothers who come shopping with the daughters, however, "want them to be in a Cinderella dress."

Getting the right dress for the big night offers girls a chance to unleash their inner divas at the annual high school dance. Many girls began scoping out possibilities as early as January, said Brewster.

Among the myriad of choices: bright colors, beaded bodices, peek-a-boo prints, elaborate embroidery, dramatic black-and-white combinations, asymmetrical necklines, shimmers of organza, sparkling jewels and metallic hues, daring bare backs, strapless gowns as far as the eye can see, mermaid bottoms and a few "modified pouf" dresses. Prints and pleats are in, along with color, color, color - turquoise, chartreuse, orange and fuchsia.

And the guys? Black and white is still tops for tuxedos and suits, with boys adding pops of color to complement their dates' dresses.

"We try to find new ways to make black and white new," said Cassidy Brewster, who works at Forever Yours.

Dresses can cost from $150 to $450. Add shoes, makeup, hair, dance tickets and tux rental, and it's an expensive evening.

But the store has solved the night's biggest fashion fear: showing up in someone else's dress.

"We register the dresses so we know which dress goes to each school," said Allyson Brewster.

Contact Deanna Darr at 394-8416 or deanna.darr@rapidcityjournal.com.