like making a fairy tale come to life straight out of the pages of a magazine. but pressure to look like a glamorous gossip girl this is my moment. reporter: has never been more intense. and we re talking unforgettable fashion. here at diane & co. in new jersey, the bigger the better. we just recently sold this to a prom girl. she actually came in from ohio and she said, i want to basically look like i was dipped in elmer s glue and rolled in glitter and i think, you know reporter: how much is this? this is about $6,000. reporter: this is like a workout right here. yes. reporter: in fact it s become the norm to spend into the thousands on prom dresses. 15-year-old caroline s parents have spared no expense for their prom princess. are some girls treating this almost like a bride to be for a wedding? yes, yeah. reporter: the suburban new york sophomore got hair extensions, her teeth whitened. nails done. makeup. a facial. and wait until you see the rest