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The two words in the ads allowed them to supply their own reasons for buying the product. Because of the ads connotations to beauty, luxury, grace and elegance, they elevated something previously viewed as an unmentionable necessity that no one wanted to think about into something aspirational. Fashion designer Charles James created some of the sumptuous baroque gowns in an advertising campaign, photographed by Beaton, for Modess sanitary napkins, writes Judith Thurman in The New Yorker

Winnipegs Naomi Shindak, on the other hand, is ecstatic about the idea of recreating the denim-on-denim Canadian tuxedo

They drop new arrivals all the time, which makes it easier for stores to keep up with trends

Perfect for prom or any grand formal event where you want to feel like royalty