Madrid – Continuing its commitment to consolidate its position in the
US market, Spanish bridalwear firm Pronovias, owned by British investment
fund BC Partners since 2017, has just announced a collaboration with
American model and designer Ashley Graham. An “inclusive” collection called
“Ashley Graham x Pronovias”, which will be available from the beginning of
2020 in all stores of the group in sizes ranging from 0 to 34.
Considered one of the faces that best represent the inclusion of all
types of bodies that American fashion is walking towards today, Graham was
the first to give the news through her own profile on Instagram. Graham
journey from Model to desiger has led to a collection of 16
fit-all-body-types pieces thanks to its wide range of sizes with a pricing
ranging from 1,000 to 3,500 dollars.
“Women must feel safe and empowered throughout the process from the
purchase of their perfect wedding dress to the arrival of their special
day,” Graham said in a statement, in which she confessed the problems she
experienced herself in the preparation of her wedding. “When I bought my
wedding dress ten years ago, I had trouble finding a style in my size that
would fit me and make me feel special,” the model said. She added how it is
“necessary for the wedding fashion industry to fight for the inclusion and
diversity of the female body”. “That’s why I feel honored to collaborate
with a leading luxury brand like Pronovias, to offer beautiful and
comfortable alternatives in different sizes and styles.
‘We are delighted to be able to announce this incredible collaboration
with Ashley Graham,” added Amandine Ohayon, executive director of the
Pronovias group. “Her advocacy of bodily possibility aligns perfectly with
Pronovias’ promise to find the perfect style for every woman. For this
reason, “we are equally proud to be able to lead the move towards inclusion
in the bridal fashion sector, as we believe that every woman should really
be able to find the dress of her dreams, regardless of her size”. While
Alessandra Rinaudo, the firm’s artistic director, pointed out how thanks to
this collaboration with Graham they have been able to “further improve” the
fit and tailoring of the firm’s dresses.
Consolidating in the United States
This collaboration responds to the strategy undertaken by Pronovias with
the aim of consolidating its presence in the US market. To this end, in
recent months it has announced various initiatives, such as the
announcement of a collaboration with the North American designer Zac Posen,
or the expansion of its commercial network with new openings in Boston and
Los Angeles.
“The bridal market in the United States represents about 80 billion
dollars, 20 percent more than the entire European market; therefore, we
have an immense opportunity for growth in the United States,” Ohayon said
at the time. Who did not hesitate to point out the peculiarities of a
“unique” sector, in the sense that “98.5 percent of brides” still buy their
dresses in physical sales spaces. “There is a disconnect between consumer
expectations and what the bridal market has to offer,” Ohayon emphasized.
So “we have a unique opportunity to shake up the market and drive change,
and that will start with the new retail concept we are implementing in the
United States.
This article was originally published on FashionUnited.ES, translated
and edited by Kelly Press