Bridal fashion firms seek a post-covid resurrection with a gala in Barcelona

Second year of disappointment for bridal firms, one of the sectors most affected by the coronavirus pandemic due to the cancellation of events and, consequently, weddings. If in 2020 the traditional Barcelona Bridal Fashion Week (BBFW), a world reference in the sector, saved the dishes with a digital edition, this year the alternative is a gala at the Montjuïc fountains, in Barcelona, ​​which wants to reconnect the sector and give visibility to bridal fashion brands. 80% of the participants in this fair are international, so it was very difficult to celebrate it, says Estermaria Laruccia, director of BBFW, who hopes to return to normality in April 2022.

Pronovias Group, Jesús Peiró, Justin Alexander, Carlo Pignatelli and Antonio Riva will be the protagonists along with other big brands – until 20 – this Thursday night at the Font Màgica de Montjuïc, with a show where they will show some designs from their new collections. Those with whom they hope to dress more brides each day as weddings recover. The good thing about this sector is that there are no cancellations, but postponements, and more desire if it is possible to give the yes I want. The next few months could be a real comeback, Laruccia predicts.

Under the slogan “The new beginning”, the BBFW will once again bring together brands from the sector, designers, professionals, the media and influencers to “give visibility to the industry” and “turn on the spotlights,” says Laruccia, of bridal fashion again. In addition, the gala, with 500 people in the audience, will have a charitable purpose in support of the Save the Children organization and its campaign against child marriage.

Models wait during the BBFW taping in September 2020. Gianluca Battista (Gianluca Battista)

The intention is that this event, in a fantasy setting such as the Montjuïc fountains, will be screened around the world with live and delayed broadcasting to reach all potential audiences internationally. “Barcelona is seen as the world capital of bridal fashion,” says Laruccia, who believes that the chosen setting will allow us to achieve a gala that oozes illusion on screens around the world.

Other firms participating in the party are Yolancris, Isabel Sanchis, Sophie et Voilà, Ramón Sanjunjo, Marco y María, Lorena Panea, Olga Macià, Carla Ruiz, Cristina Tamborero, The Atelier and Amelia Casablanca. This meeting will be the formula to deal with this 2021, which has continued to be bad for bridal fashion companies. “We are preparing to return to normal in April 2022,” advances the director of the BBFW. The will is to return to a face-to-face fair with parades and a commercial part next spring. Laruccia did not want to elaborate much on the return, but he did acknowledge that everything learned last year with the digital edition will also have its place.

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