Windsor’s Prom Campaign: How Influencers Drive $20M in Sales

Windsor, a national retailer with 350 stores, eschewed traditional fashion models for its 2026 prom campaign, opting instead to collaborate with a cohort of social media influencers, including identical twins Ava and Leah Clements and TikTok personality Faith Marie, to promote its prom dresses.

The “Prom House” campaign centered around a pink-themed content creation space where the influencers styled and showcased unique prom looks. This past weekend, the influencers as well headlined an activation at Roosevelt Field Mall in New York, drawing hundreds of teenage attendees, according to the company.

Windsor projects the campaign will reach approximately 15 million individuals, with videos already garnering 3.2 million views. The company is currently experiencing 20% year-over-year sales growth, attributed to both online and in-store purchases.

“We could easily have models do their thing. But this to me is so much more real, so much more organic,” said Ike Zekaria, president at Windsor. “The conversation really begins on social media and seamlessly carries through to our website and then into our stores.”

The move reflects a broader trend within the formalwear industry, as brands increasingly prioritize social-first, trend-driven marketing strategies to capture prom spending. Established retailers such as David’s Bridal, Macy’s, and Bloomingdale’s continue to offer prom collections, whereas direct-to-consumer online brands like Azazie, Lulu’s, and Birdy Grey are also competing for market share. Even luxury brands are entering the space, with Jovani launching a 2026 prom line priced under $500.

Windsor, which has been in business for 89 years, has doubled its marketing investment this year to maintain competitiveness. Zekaria indicated that return on ad spend (ROAS) is less of a concern than ensuring the brand’s relevance to Gen Z consumers.

“Gen Z were essentially born with a phone in their hands, right? So they’ve had marketing come to them since day one. They can quickly suss out what’s authentic and what’s not really, and so we’ve taken an [authentic] approach, and it has felt right to us,” Zekaria said.

The Clements Twins, Ava Marie and Leah Rose, born July 7, 2010, gained prominence as child models and have amassed a significant following on social media, currently exceeding 2.1 million followers on Instagram, according to available data. Faith Marie, a TikTok creator, has 1.9 million followers on that platform.

Behind the scenes, Windsor is focused on maintaining a fresh product assortment while minimizing inventory risk. The company’s prom offerings are part of a broader range of event-driven apparel, including items for festivals, homecoming, New Year’s Eve, and graduation. Windsor’s design team tailors inventory to regional preferences, such as Western-themed wear in Texas and brighter colors in Miami.

The current Windsor prom collection draws inspiration from recent red-carpet trends, featuring corsets, jewel tones, and fairytale-inspired aesthetics. Dresses are priced between $60 and $200.

Approximately 90% of Windsor’s 2026 prom assortment was designed by its in-house studio, which began work on the collection last year. The studio sources exclusive fabrics globally to create unique designs, according to Zekaria. “We have said, ‘OK, we are committed to prom on a year-round basis,’ essentially,” he said. “That’s really the only way to get reads during the off season, and be able to live with slower-turning inventory and high markdown risk.”

David’s Bridal has also adjusted its merchandising strategy, expanding its assortment and reducing stock levels per style. The company is also incorporating more third-party brands into its online offerings, including Bebe. The shift is driven by the rapid pace of social media trends, with each awards show influencing new in-demand designs.

“It used to be that we would buy about 20 styles and roll them out very deeply across 20 stores,” said Elina Vilk, president and chief business officer at David’s Bridal. “This time around, we have our core that we know is going to work every time. But trends shift so much, so we’re also getting more assortment faster and hopping on trends.”

David’s Bridal launched an affiliate program, the Style Squad brand ambassador program, in January, offering influencers the opportunity to have their content featured in paid advertisements. The company’s most successful short-form videos showcase young women assembling outfits and highlighting outfit details, resonating with customers seeking inspiration for their first formal events.

“For girls at this age, in particular, This represents their first formal moment, and it’s one of the first times they can showcase who they are individually and drive some self-expression,” Vilk said. “So it becomes a very big moment.”