It's a concept completely driven for charity. Prom dresses, new or gently used, are donated. They are then sold at a discounted price. The idea is that even underprivileged students can afford a gorgeous dress.
Once a dress is sold, 50 percent of the proceeds are donated to a charity of the donor's choice. If one is not selected, then the proceeds are distributed to a "charity spotlight" that is listed on the website: http://www.alldolldup.org/.
Alaina says she has collected more than 150 dresses so far.
She is also accepting dress shoes and hopes to start collecting wedding dresses soon.