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140417_alexa_promgirl Launches ‘Prom Selfie’ Campaign With Alexa Ray Joel

Social Media Contest to Benefit United Nation Foundation's Girl Up

NEW YORK, April 17, 2014 /PRNewswire/ —, the top online retailer for prom and special occasion dresses, is proud to announce #PromGirlUp, a “selfie”-inspired social media campaign kicked off by singer/songwriter Alexa Ray Joel to benefit the United Nation Foundation's Girl Up program.

Alexa joined some of Girl Up's members from New York City area high schools at the Gramercy Park Hotel on Wednesday to launch the month-long campaign and raise funds for the organization, which gives American girls the opportunity to become global leaders and help some of the world's hardest-to-reach adolescent girls.

“It is so important to have equal opportunity for all girls regardless of where they are from,” Alexa said. “I love that this campaign is empowering teenage girls across the world and reminding them to always wear their invisible crown every day.”

After helping the girls choose dresses from and offering styling tips, Alexa posted the first selfie using the #PromGirlUp hashtag on her Instagram @alexarayjoel to kick off the campaign. From now through May 16th, 2014, is donating $1 to Girl Up for each selfie uploaded to Instagram, up to $10,000. Each post will also be entered to win a summer wardrobe from

“We are thrilled to align with Girl Up to kick off our partnership and launch #PromGirlUp,” said David Wilkenfeld, CEO and Founder of “We hope that together we can help make a difference for girls around the world.”

This social media campaign marks the first partnership between and Girl Up.

“As a business that uses its brand and reach to expand the greater social good, provides an opportunity for girls to be practical and give back at the same time,” said Melissa Hillebrenner, Director of Girl Up. “With's support, Girl Up can reach more girls around the world and empower them to realize their full potential.”

ABOUT PROMGIRL was founded with the idea that customers should have easy access to a large selection of top special occasion dress fashions throughout the world. Their mission is to dress women and girls for every occasion in their lives. Starting with teen events like bar/bat mitzvahs, sweet 16s, homecoming, and of course PROM, the single-most important dress purchase in a teen's life. After being there for her biggest challenges and offering a stress-free positive shopping experience for the prom, is there with dresses for the rest of a girl's life for graduation, parties, work and formals. For their customer, it's all about the dress, and the positive experience contributes. The online retailer has also made it a mission to encourage every girl to increase her confidence for her special event and beyond by embracing the PromGirl mantra: Always Wear Your Invisible Crown®. For more information, please visit


Girl Up, a campaign of the United Nations Foundation, mobilizes American girls to raise awareness and funds for UN programs that provide girls around the world with life-changing opportunities like the chance to go to school, see a doctor, and stay safe from violence. Through online engagement and community mobilization, Girl Up is a platform for Girl Up supporters and “philanthro-teens” to advocate on behalf of girls everywhere. With its teen advisory board, international network of Girl Up Clubs and online constituents, the campaign has galvanized nearly 400,000 supporters to stand up for the rights of all girls.

Alexa Ray Joel and guests partner with PromGirl

Alexa Ray Joel and guests partner with PromGirl to launch #PromGirlUp selfie campaign at Gramercy Park Hotel on April 16, 2014 in New York City.

Alexa Ray Joel and guests partner with PromGirl

Alexa Ray Joel partners with PromGirl to launch #PromGirlUp selfie campaign at Gramercy Park Hotel on April 16, 2014 in New York City.

Photo credits: Alexa Ray Joel and Kevin Mazur