Nearly 100 firms, 64% of them international, are participating in VBBFW 2020, the world-renowned event in their speciality. The show is launching a new digital format with the aim of ratifying its role as the main meeting point and driving force for business in the bridal industry in the world. The broadcasting of the fashion shows will be able to be visualised through the VBBFW App, the digital platform designed with the collaboration of La Fura dels Baus allowing brides-to-be and fashion lovers from all around the world to see the latest collections as well as facilitating connections between companies and professionals of the bridal industry on a global level.
From 18 to 22 September, the leading event in bridal fashion returns through its new digital space designed to promote connections and business opportunities among brands, buyers, brides-to-be and operators in the industry, as well as communication professionals and wedding planners. Through this App, professionals will be able to visualise the content and interact with the nearly 100 brands participating in the VBBFW Trade Show, more than half of which are international and from any device (mobile phone, PC, tablet). They will also be able to follow the fashion shows which will take place on an immersive stage and which, like the digital application, is also carried out by the theatrical company specialising in performing arts, La Fura dels Baus.
According to Estermaria Laruccia, director of the event, “the digital transformation of the show has been an exciting challenge because it proposes a new and disruptive language that involves a readjustment of ‘how’ to connect the different protagonists of the industry with one another. The concept of a global platform to publicise the innovations and contents of the bridal fashion brands and to connect with professionals has not changed, but the communication channel has, and moreover, it enables us to reach an even larger audience and, above all, open up to brides-to be so they can enjoy seeing the latest trends too.” Laruccia concludes, “In short, this edition is not ‘business as usual’ adapted to the circumstances, but rather an innovative commitment to promote connections between professionals in the industry.”
The latest trends are revealed in the fashion shows
24 different firms are participating in the fashion shows. To be highlighted among them are Pronovias and other brands of its group such as Nicole and St. Patrick, as well as other Spanish market leaders such as Jesús Peiró, Yolancris, Sophie et Voilà, Isabel Sanchis and Higar Novias. Various international brands will also present their collections in the fashion shows, including the Korean brand Vestal; The Atelier, the Malaysian firm directed by Jimmy Choo; Flora, from Israel; the French firm Cymbeline; the American firms Demetrios and Yumi Katsura; Marylise & Rembo Styling, from Belgium, and the Italian firms Valentini, Bellantuono and Amelia Casablanca, as well as the ‘new talent’ Lorena Panea, Olga Macià, Léonie Bridal and Poesie Sposa. In addition, VBBFW is launching new formats such as that of the Italian firm Antonio Riva which, exclusively for this event, will open the doors of its ‘maison’ and present the new creations of its world and its new collection, Étoile 2021.
At the same time, the platform will host the ‘trade show’, a digital showroom exclusively for professionals, which will host the brands proposals in the fashion shows with a total of almost 100 brands, 64% of which are international, including Watters (USA), Atelier Emelia (France), Ersa Atelier (Romania), Talbot Runhof (Germany), Madi Lane (Australia), Gali Karten (Israel), Petrelli Uomo (Italy), and the Spanish firms Marco & María, Serena Whitehaven, Ramón Sanjurjo, Inuñez, Sedomir Rodríguez de la Sierra, Pol Nuñez and María Barragán, among many others.
The digital application (the VBBFW App) can be accessed through the trade show’s website www.barcelonabridalweek.com and entering the registration codes. The fashion shows will be broadcast through streaming and will be open to a global audience, in other words, brides-to-be and fashion lovers who are interested in the latest trends in bridal fashion from all over the world, who will also be able to express their likes and preferences regarding the different outfits at the end of each fashion show. The brands and buyers will have access to their opinions, thus obtaining important information to make future decisions regarding their business, both in terms of purchases and production.
Faithful to its commitment to a more ethical and sustainable world, the trade show has signed an agreement with the NGO Save the Children to run the “Stop Child Marriage” project. The programme, which is being implemented in Sierra Leone, aims to empower girls by encouraging their schooling and entry into the world of work. The challenge will be to raise €50,000 through donations which can be made through a link available on the website and on the show’s App.
VBBFW will also be the framework for activities that will be carried out in collaboration with various companies and entities such as the Design Institute of Spain, Wedding Media International, and the Istituto Europeo di Design (IED), among others.
In this context, art and beauty will merge together on the App that the luxury cosmetics firm Valmont has created to disseminate exclusive content dedicated to brides-to-be and art lovers.
In addition, in accordance with its mission as a centre for the dissemination of content of interest to the industry, VBBFW will present the study prepared for the show by Professor José Luis Nueno from the IESE Business School, “Bridal Fashion, Sustainable Style, Conscientious Business”, which analyses the future challenges for the industry in a post-covid environment and the role of sustainability as one of the keys to the development of the industry. All these activities and others, conducted in partnership with the Design Institute of Spain, Wedding Media International and the IED (Istituto Europeo di Design), can be followed on demand on the show’s app.
The show will also present a new edition of the Elle International Bridal Awards event, which will once again recognise excellence in the bridal world in various categories. The ceremony will be broadcast live on 21 September on the VBBFW digital platform.
Barcelona, 18 September 2020
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