The Sì Sposaitalia Collezioni show has just come to an end. It was a fashion and business event, but most of all it was an emotional event.

Much like the world of the bride and the ceremony.

We found each other, met again, after two years, after so many Zooms, Teams, Skype. Having overcome our initial bewilderment, we invested our time in reflections, projects and research, which remained theoretical.

It was the interaction with the market that was missing, it was the real marriages, the purchasing, the choices, the selling, the display.

There's talk of restarting, but we've never stopped.

And now we are wondering whether we want to get back to normal or whether we have simply changed. Companies have experimented with other ways of showcasing their collections, they have made drawings and fabric samples travel as if they were precious volumes, they have made miniaturised gowns, reproducing 'tiny' samples that are decidedly more portable, but no less fascinating, they have brought together impatient brides with imaginative seamstresses.

It is now impossible to turn back. We are all aware that nothing can replace the power and pleasure of the encounter, and however much we debate the appropriateness of fashion shows, they remain the only way to express an emotion.

This long experience will certainly shape the way we behave.

A recent survey carried out by Sì Sposaitalia Collezioni for the webinar entitled "Meet the Generation Z Bride", defined the dreams and expectations of Generation Z (born between 1995 and 2010), putting the white, romantic dress back on the pedestal. But it is how we look for and choose the dress that has changed, it is the paths that have included social and digital as tools for the approach, without, in the case of the bride, taking the place of the experience in the atelier and boutique, which becomes more definitive than explanatory. Just like in an event, elements are gathered and combined to decide. The way we communicate, the way we prepare has changed.

Now we have a year ahead of us that will be 'crowded' with marriages everywhere: couples who are tired of waiting and who want to make things happen. There is a desire to get things done, to go straight to the heart. Companies have to pore over trends, but at the same time work on brand identity, recognition, heritage.

Logos, figures, in other words 'recognisable signs', are becoming strategic again. It draws on the past to offer a new and conscious creativity that reaffirms the brand's connotations, the example of the Gucci Archives, which Alessandro Michele wanted as a stimulus and a source of inspiration and which has attracted incredible and prospective attention.