Launches 'Prom Selfie' Campaign with Alexa Ray Joel

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

New York, NY (PRNewswire) April 17, 2014 --, 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 chose 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."