<http://schema.org/alternativeHeadline>
"Prom is fast approaching. And if you happen to have at least $5K to spare (I know... depressing, right?), Proenza Schouler and Lancome have teamed up to create a gorgeous dream gown that'll benefit..."^^<http://www.w3.org/2001/XMLSchema#string>
<http://www.teenvogue.com/story/proenza-schouler-for-target-it>