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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