Mathers is at National Prom Market Chicago (August 6-11) to launch her new season collection, FAME, that she said was designed to give girls their red carpet moment.

"The starting point for all my designs is to create a sensational experience for girls who wear them. It's about the WOW factor," she said.

Mathers has developed a reputation from her hometown of Perth on Australia's west coast as the country's foremost designer in the prom category.

"Prom is really big in Australia and our girls are very influenced by what they see on the Hollywood red carpet and on popular US television shows," she said.

"They want to look like glamorous celebrities - they certainly don't want to look like schoolgirls. Prom is an event and events are all about being in the spotlight."

Mathers said that the creative influence for her debut US collection was the cult of celebrity infused with the unique colours of the Australian landscape.

"The collection has universal appeal, but is inspired by our vivid outback palette. Simply put: it reflects light, texture and movement while communicating a sense of confidence."

The collection comprises long and short styles in a variety of fabrics in solids and prints and embellishments including crystals and embroidery.

Highlights of the collection include the "Cassie", a gown with a hint of showgirl exuberance that shows off shapely legs at the front and cascades into long ruffles at the back. Then there's the "Sienna", a figure-hugging metallic faux snakeskin fabric.

"There's a style to suit most personalities - from playful to seriously sultry," Mathers said.

CHICAGO: August 6-11. National Prom Market Chicago

    FOR FURTHER INFORMATION

    Dana Mathers
    Cell: +61 438 242 808
    Email: dana@danamathers.com or rsparvel@bigpond.net.au
    web: www.danamathers.com

View Dana Mathers designs/celebrity/media at www.danamathers.com