There is only one way to respond to the crisis: going ahead, growing, investing. Experimenting. Turning difficulties into opportunities and finding ever new solutions to channel energy and projects into the future with an unwavering positive attitude. A challenge that has certainly not frightened the bridal segment, which has once again shown its capacity to be receptive and ready to embrace change to keep making dreams come true for those who want to get married comme il faut, even in Covid's time.

So Pronovias, one of the most famous companies in the sector, which has just debuted with a bridal haute couture collection designed together with Marchesa, a New York-based international fashion house much appreciated by stars. The fil rouge that characterizes and emphasises the common characteristics of the two maisons - savoir faire, stylistic values and a strong commercial attitude - has been the idea of creating dresses characterized by the recognizable approach of Georgina Chapman, the creative mind behind Marchesa, but at a more accessible cost and in line with Pronovias’ ranges. This totally innovative approach puts dream within reach of all brides with gowns that combine the romantic style of the American brand with the all-Mediterranean sensuality of the Spanish maison.

It is an important project that amplifies the desire to return to make one's wedding day special, despite the difficulties of the pandemic period, summed up in 21 hyper-feminine creations, characterized by Marchesa's unmistakable style, with its surprising yet incredibly light structures that use sophisticated layering techniques, ennobled by 3D floral appliqués and the famous corsets beloved by celebrities. "The construction and comfort of the gowns are just as important as the fabrics and details, so that each bride will feel special" - that is the philosophy of Georgina Chapman, who was inspired by the city of Seville and its versatile essence to create a collection with what she called "a perfect partner, because we share the values of craftsmanship, quality and care (...) and an unrivalled presence in the bridal market".

The widespread presence of the two brands at every latitude will cater to the needs of all the brides, who will appreciate "the splendid Marchesa aesthetics combined with our bridal savoir faire in an exquisite fusion of elegance and art," as Alessandra Rinaudo, chief creative director of the Pronovias Group, commented.