When Pronovias contacted me I was genuinely surprised by the content of their proposal: to follow, as a “special guest” and international expert, the behind-the-scenes and catwalk of the new “IN BLOOM” collection of the world’s most famous Bridal Fashion Show.
I initially thought it was a commercial operation intended for Wedding Planners. I later found out that no, I was the only W.P. called to this task, in the company of an absolutely unusual team,: Fashion Bloggers, Influencers, Instagrammers.
With a mixture of curiosity and excitement (as is appropriate when one is faced with new experiences), I literally took off to an adventure that would prove more surprising than I could have anticipated.
Group is to date one of the world’s most influential names in bridal fashion. Founded as a small family business back in 1922, it is now present in 105 countries, 155 monobrand stores and 4,000 ateliers. Over the years, the Pronovias empire has boasted a rapid rise, from the very first ready-to-wear collection in the 1960s, to being today a brand that dictates the style of brides from all over the
world, thanks in part to celebrated collaborations throughout history with some of the world’s most influential creatives-Pedro Rodríguez in the 1970s, Francesco Arena in the 1980s, Manuel Mota in the 1990s, Emanuel Ungaro, Valentino, Badgley Mischka in the 2000s-2000s to Elie Saab.
Signed by current artistic director Hervé Moreau, the concept of the new Fashion Show “IN BLOOM” transports me, from the moment I arrive, into a spring atmosphere.
The cadeau invites me to prepare for an exclusive visit to Pronovias headquarters, where magic comes to life. Through the tailoring workshops, the ironing room, and the creative department, we witness all the necessary steps from conception to dress making, exploring the various embroidery techniques, touching fabrics and lace.
On the way out, Hervé Moreau is ready for the press conference, flanked by the stunning supermodel Irina Shayk, who anticipates us about the new collection, “PRONOVIAS manages to create something incredible and different every year. I’ve seen so many flowers in this year’s collection and a very romantic setting.”
What surprises me is that she finds the time to make a little appeal to young girls who dream of fashion in front of the camera: “Don’t let social media guide your life and influence the judgment of your body. Be yourself, use them responsibly, and do what really makes you unique and happy. It’s not the number of likes that counts.” A striking message and hopefully an example to the new generation of aspiring models and influencers.
On the second day we arrive in preview at the Italian Pavilion (Fira Montjuïc) in the heart of Barcelona. Celebrities from all over the world, Spanish socialites, press and international guests are expected. Preparations are in full swing from the first morning, which we attend with great curiosity, hours and hours of makeup, ironing of dresses and final touches.
Let’s discover the red carpet, which in keeping with the theme becomes “green carpet.” Want to bet we will see it again and again, around the world?!
In a few hours we will see international models Irina Shayk, Rosanna Zanetti (Venezuela), very famous influencers such as Rocky Barnes (USA), Coral Simanovich (Israel) and Diipa Khosla (India), Rachel Zeilic (USA) treading this green carpet.
Pronovias pampers its guests as if they were part of the IN BLOOM show, so we are escorted to the salon for a special consultation: renowned Spanish stylist Cristina Reyes is in fact responsible for styling all the special guests. Lancôme in makeup and Toro Salon for GHD hair are in charge of making us beautiful for the big night.
After two days of waiting and preparation, we are ready to
Go to the story of the show!
Want to make an exclusive appointment at Pronovias to find your dream dress? It’s White Week to celebrate the launch of the new collection! Nice surprises await you in the Atelier…
Experience the new collection up close and access the fashion show video!