Pronovias celebrates its 60th anniversary with a revolutionary showcase at Barcelona Bridal Fashion Week

Six decades designing bridal fashion from Barcelona for the global market have consolidated Pronovias as an emblematic brand in the international bridal industry. Founded by Alberto Palatchi, the Barcelona-based brand, which launched its first wedding dress collection in 1964, is now entering a new era marked by significant changes on all fronts. Following a change of ownership at the end of 2022, with BC Partners transferring control to Bain Capital and MV Credit, in May 2023 Pronovias appointed a new CEO, Marc Calabia, succeeding Amandine Ohayon. This leadership transition was accompanied by a change in creative direction, with Anna Ramírez replacing Alessandra Rinaudo. Coinciding with the celebration of Barcelona bridal fashion week, which was held from April 17 to 20, the brand took advantage of its usual fashion show to reveal the keys to its new strategic direction.

Described by CEO Marc Calabia as “disruptive, artistic and innovative,” the show did more than offer a meticulously crafted marketing narrative; It manifested itself as a tangible pivot in the brand's creative proposal. Moving away from the flashy Victoria's Secret-style glasses and opulent aesthetic of years past, Pronovias embraced minimalist elegance, a bold move for a brand known for its definitive and recognizable style, but one that reflects a necessary evolution to remain relevant in contemporary times. .

A more minimalist showcase

For this important anniversary showcase, Pronovias chose a location outside the usual limits of the Fira de Barcelona, ​​​​where most of the Barcelona Bridal Fashion Week shows are held. A few steps from this area, at the top of Montjuic Hill, the majestic National Museum of Art of Catalonia, which offers panoramic views of the city, hosted the event. The show attracted 750 guests, a significant number, but a step toward intimacy compared to the brand's historically large-scale events. Despite its current preference for discretion, the front rows sparkled with celebrities such as supermodels Karolína Kurková and Nieves Álvarez, style icon Olivia Palermo and actors Ed Westwick, Adriana Ugarte, Ana Rujas and Quim Gutiérrez.

The show began after a short film projected on a central white fabric, paying homage to the brand's roots and affirming the loyalty of the new product's design direction to Pronovias' historical DNA. The opening look, a simple straight-cut white mini dress with a geometric train paired with black fishnet stockings and modest heels, set the tone for the event and declared a new vision for the brand.

Unique and architectural designs.

This new approach was aimed at young, contemporary brides looking for simplicity without sacrificing personality. The show eschewed traditional voluminous princess dresses, ubiquitous embroidery and typical mermaid cuts to create 38 looks that forged almost architectural structures, exploring innovative volumes in collars and shoulder pads while embracing light, ethereal fabrics for fluid, timeless dresses. Veils and trains were shortened, silhouettes became suggestively fluid through light, relaxed fabrics, and sensuality was redefined with unexpected sheer panels and geometric cutouts.

Bold touches appeared on black gloves and stockings, including a standout light column dress topped with a cape that fell elegantly to the floor and a structured, off-the-shoulder dress that resembles a long trench coat with faux pocket details and floral trompe-l'œil buttons. One notable ensemble featured a sleek skirt paired with a straight strapless top, connected by a soft fabric that circled the neck and cascaded down the shoulders to form long sleeves.

Representing “new architectural visions of fashion, rooted in innovative structures and volumes inspired by Mediterranean style”, the collection marked Pronovias' first aimed at contemporary women, distinguishing itself by evolving traditional bridal style to embrace avant-garde dresses.

“The new collection that we present is the most innovative and disruptive that Pronovias has designed in recent years. We felt that it was crucial to launch it now, starting a new chapter by introducing a style and a brand proposal that offers a unique differentiation that is not found in no other.” player in the sector at the moment,” explains Anna Ramírez, design director at Pronovias.

The show culminated with the Pronovias team modestly taking the stage to applause, a fitting finale underscored by Freddie Mercury and Montserrat Caballé's epic anthem “Barcelona,” a final nod to the brand's roots and loyalty to its hometown.

Not only did Pronovias convince the public and critics with its latest offerings, it also emerged from Barcelona Bridal Fashion Week with the prestigious “Barcelona Brand” award, a fitting celebration of its milestone anniversary.