With the renewal of the season, a new era in bridal fashion is in full bloom: VERA WANG BRIDE.
Pronovias Group and Vera Wang have signed a 10-year licensing agreement, a historic deal for the industry, bringing the two powerhouses together for the first time. Pronovias Group will manufacture, distribute, and market the “Vera Wang Bride” designs. Both companies share common values, such as a love for fashion, craftsmanship and quality. Thanks to this new partnership, the design and aesthetics of Vera Wang will reach a wider audience, offering wedding gowns at a more attainable price point without compromising the quality and craftsmanship for which Vera Wang is renowned. The New-York based designer works hand in hand with Pronovias Group, who will leverage its extensive global distribution network to launch the new Vera Wang Bride brand into new markets.
Top left: Fashion designer Vera Wang with Pronovias Group CEO Amandine Ohayon
As Vera Wang explains; “Pronovias Group is one of the most respected and successful bridal companies in the world with a huge international reach. But the most important value we look for in a company when signing a licensing agreement is the ability to create a great product. Product is king; it is where it all begins. Pronovias Group understands this.”
The collection will feature 60 bridal gowns and 60 special occasion dresses, fully designed by Vera and her team to deliver an alluring, artisanal offering that the fashion-loving bride dreams of. The collection is characterized by innovative and iconic designs, the use of luxurious fabrics and materials, and hand crafted finishes. Building on her amazing stylist experience, Vera Wang has developed an entire range of accessories from large flower corsages to headpieces to offer her signature total look. Vera Wang Bride brand will have its own web page, social media, and overall unique marketing strategy, as well as a selective global distribution strategy.
“My intention was to make sure that certain Vera Wang design codes were identifiable,” says the designer. “I wanted to keep creativity as the undisputed pillar of our brand, without sacrificing this new opportunity to reach more brides. Vera Wang Bridal designs express a great respect for the creative process, for quality, for individuality, for imagination, but above all, respect for women.”
With this deal, Pronovias Group reaffirms its position as a world leader in the bridal industry, reinforcing its expansion in the U.S and Chinese markets, and gaining greater awareness globally. It also grows further its portfolio of brands with the incorporation of a new brand with the stature of Vera Wang, solidifying the luxury positioning of the Group.
“It has been so incredibly fulfilling to work with Vera and her team, there is true commitment from both sides towards the new Vera Wang Bride brand. Vera´s unique signature and iconic designs, together with our wide capabilities on sourcing high quality materials and technical abilities, is leading to a unique collection that we are very proud to offer to fashion-loving brides worldwide” says Amandine Ohayon, CEO of the Pronovias Group.
The Vera Wang Bride collection will be available in Pronovias stores and selected wholesalers worldwide from October 2021. Prices will range from $1600 to $4000, and in keeping with Pronovias Group’s inclusivity policy, the dresses will be available in US sizes 0 to 28. Sustainable options are also available as part of the Vera Wang Bride collection. In addition, a collection of special occasion dresses designed by Vera Wang will be introduced from January 2022.