Matric dance madness has parents forking out thousands

For East London matric Caitlin Thomas, spending R25 000 on a designer dress, personalised number plates for his and hers luxury cars, clothing and accessories branded with her name, a photoshoot and a pre-event party for family and friends for her matric dance was worth every cent.

The 17-year-old Cambridge High School pupil, who wore a low-back sequinned lace dress by local designer Evette Oliviere, had her nails, hair and makeup done before a professional photoshoot with her partner, Callan Hansen.

"It's an event that only happens once in a girl's life. Go all out - if not, why not. The next big events in my life would be my 21st and my wedding. I felt like royalty on the day," said Caitlin.

Caitlin had branded T-shirts printed for her nieces and nephews and invited about 50 guests to her home for a pre-cocktail party where friends and family enjoyed champagne and snacks.

story_article_left1

After a photoshoot with them, she left for the matric dance in a haze of smoke in a BMW M4, followed by her partner in a matching M4.

Caitlin is among matrics nationwide whose parents are splurging tens of thousands of rands on their matric dance.

No effort or expense is being spared. Girls get slimming treatments to fit perfectly into their designer dress, hire makeup artists and hair stylists, have a couples photoshoot and pre-drinks before they make a grand entrance at the venue in a fancy hired car.

Her mother, Vernalize Thomas, a marketing manager, said she couldn't see why she shouldn't pull out all the stops for her only daughter. She said she had saved for the night so that Caitlin could have whatever she wanted.

"I am proud of her so far. She is an extravagant child," said Thomas, who added that she doubts Caitlin will wear the dress again.

Sharyn Coovadia of Northcliff in Johannesburg said that thanks to family and friends who had been roped in to help - her mother-in-law made the dress - she was able to spend R10,000 on her daughter, Taahira.

Taahira, 17, a pupil at St Teresa's High in Rosebank, said: "It's a teenage dream. Everyone wants to look beautiful on that day."

Richard Oosthuizen of Rich Photography in Gauteng, said girls were now requesting high fashion couple shoots at specific locations.

"Couple shoots are very popular. Couples want glamorous, styled photos - those brag images used at school and on social media. Some groups meet at a friend's house and use the glamorous house for the shoot. Others hire a boutique hotel's garden for a few hours just to get a couple of different images."

In the past two years there had been a significant increase in requests for matric dance shoots - with demand being driven by social media.

"We have been requested to send fully edited images on the night of the farewell - while the couple were still at the event - so they can Instagram and Facebook it first," said Oosthuizen.

East London photographer Dane Fortein said the shoots were very similar to a wedding shoot, where you photograph the bride preparing for the event.

"It's no longer just pictures in your garden with your parents and partner before you head off to the dance," said Fortein.

Cape Town photographer Shireen Louw said: "I think matric farewells are the first chance they really get to 'outshine' or 'out-dress' their friends."

Louw said her packages ranged from R3,000 to R7,000 per session depending on the request.

Darryl-Lynne Borcher, who runs LipoFit in Centurion, offers a R1,500 matric dance special that includes 20 lipotropic injections and five sunbed treatments.

"We have had about 15 girls take up the special to lose weight and about 10 extra who just wanted a tan. Sometimes you just need to lose a centimetre or two to fit into your dress," said Borcher.

Fashion designer JJ Schoeman, whose most expensive gown this year cost R18,000, said girls wanted a custom-made dream dress.

"It was very detailed - lots of imported lace and beadwork.

"We also have lots of dresses for R8,000 to R12,000, which have a straight up and down style with embellishment," said Schoeman.

Shirley Edmund, designer at The Duchess in Johannesburg, said most parents were willing to spend up to R3,500 for a matric dress.

"Girls want that one-of-a-kind dress. I am fully booked with matric dance orders until December," she said.

Just weeks after her matric dance, Justine Noyce, of Somerset West in the Western Cape, is already hiring out her dress, which cost R1,300, for R500.

"The money I make will go towards the December Plett matric Rage party," said the 18-year-old Rhenish Girls' High School pupil.

Fellow matric Alison Delport, 17, and her boyfriend, André Schafer, hired Louw, who chose a forest in Stellenbosch as the backdrop for pictures of the couple in front of a Mustang GT3 50 bearing personalised number plates. She also took photographs of them with their families.

Alison hired a Durbanville dressmaker to create the elegant grey lace bodice with chiffon gown to complement her boyfriend's black suit and tie.

"My sister did my makeup and a hairdresser came to my house. People went crazy when we arrived in the car, cheering and clapping. Some girls go all out and others just go to the local shops. I spent about R5,500 and it was worth it . We have the memories - thanks to the photoshoot."

pillayt@sundaytimes.co.za