With this exciting partnership, Pronovias Group reaffirms its position as the global leader in luxury bridal, making Vera Wang bridal designs available to a broad audience worldwide.
Pronovias Group, the world leader in luxury bridal wear, announces the addition of the new brand Vera Wang Bride to its portfolio, bringing them to a total of six.
Vera Wang, a global fashion icon, is internationally renowned for her cutting-edge designs and is regularly chosen for weddings and Red Carpets by celebrities such as Selena Gomez, Zendaya, Michelle Williams, Diane Kruger, Alicia Keys, Victoria Beckham and Hailey Bieber.
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.
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 1500 to 3000 Euro, and in keeping with Pronovia Group’s inclusivity policy, the dresses will be available in EU sizes 2 to 30. 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.
About Pronovias Group
Pronovias Group is the global leader in the luxury bridal, with a unique portfolio of prestige bridal brands including Pronovias, House of St Patrick, White One, Nicole Milano and Lady Bird. They are distributed in more than 4,000 points of sale in 105 countries, with more than 100 boutiques in fashion capitals such as New York, London, Milan, Paris and Shanghai. Pronovias Group was acquired by private equity firm BC Partners in July 2017.
About Vera Wang
A native New Yorker who spent her career at the forefront of fashion, Vera Wang began a sweeping makeover of the bridal industry in 1990 with the opening of her flagship salon at the Carlyle Hotel in New York City. In 2000, Vera Wang launched her highly acclaimed ready-to-wear collection. Today, the Vera Wang brand reflects her vision to create a lifestyle that goes beyond core bridal and ready-to-wear, and into publishing, fragrance, accessories and home.
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