Every week, the scene repeats itself in front of Oh Juliette, a youth clothing store specializing in graduation dresses. Mothers and daughters wait patiently, have breakfast together, and spend the morning trying on dresses, all to find the ideal outfit for the celebration.
The rise of this trend in Barcelona has been significantly driven by social media and word-of-mouth among young people. Many customers discover the store through platforms like TikTok, making it a reference point for teenagers.
“"We've been queuing for five hours, but so far it's been worth it."
The youth of most of these girls means that many are accompanied by their mothers, who often express surprise at the dedication their daughters put into this search. This influence, often associated with American culture, has strongly impacted end-of-year celebrations.
“"The American influence has arrived early, but we have this role, to accompany them."
Although graduations are often associated with the United States, their origin lies in ancient European universities such as those in Bologna or Paris. According to Sílvia Rosés, fashion historian and professor at the Universitat Autònoma de Barcelona, Americans have taken this tradition to another level, transferring it from the university sphere to high school.
The creators of the Oh Juliette brand emphasize that, although many customers seek to feel part of a group, comfort and personal style are also fundamental in choosing the dress. This phenomenon has also opened a debate about aesthetic pressure and the influence of social media on adolescence, with an accelerated "adultification" of young people, according to Rosés.
“"There is an acceleration of the adultification of children."
The fashion historian also points out that many of these dresses, with pronounced necklines and skirt openings, look more like garments that adult women would wear at a wedding, considering them "sexualized".
