Chinese designer Vera Wang known worldwide for her celebrity designs, has signed a collaboration with Pronovias the world leader in high-end wedding dresses.
I’ve been designing wedding dresses for 32 years now,” says Wang. I’ve always approached it from a very fashionable point of view, without following the rules for this kind of piece. For example, we develop our own fabrics. This is very rare in this field. But unfortunately, this level of creativity is not for everyone. Furthermore, although we have succeeded in establishing ourselves in Asia and the Middle East, we still have a lot of work to do to establish ourselves in Europe. Joining forces with Pronovias will allow me to build a new strategy to conquer an audience that we could never have reached. “
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100% Vera Wang will now be available to all brides in France and around the world. As can be seen on the Pronovias website, as well as on the new platform dedicated to this project, the brands will jointly launch the “Vera Wang Bride” line.
This line is part of a 10-year licensing agreement between the two brands and will be available for sale both in selected boutiques of the Spanish brand and for wholesale.
This first collection will offer more than a hundred wedding dresses and exceptional gowns that respect the New Yorker’s couture rock look.
“The Pronovias Group is one of the most respected and successful bridal fashion companies in the world, with a huge international reach, both in terms of retail and wholesale sales to over 4,000 customers. For us, this means we have the opportunity to reach a very different audience in every way, with exceptional quality at an incredible price point,” Vera Wang told Vogue.
According to WWD, prices will be 60% lower than the designer’s usual collections, with a marked positioning of $1,600 to $4,000, a far cry from the $12,000 that one of Vera Wang’s main line dresses can be worth.
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“A new era for bridal fashion has begun with Vera Wang Bride. This visionary fashion icon brings her unique, handcrafted and seductive designs to fashion-conscious brides around the world,” said the Spanish company about the collaboration. said the Spanish company about the collaboration.
This partnership should open up Pronovias’ horizons in both the United States and China, two of the world’s leading markets for wedding dresses. It is also in line with Pronovias’ strategy towards the United States. Indeed, the Spanish company has already signed a collaboration with designer Zac Posen, followed by an alliance with the American firm Marchesa. This decision was announced at the beginning of March and was preceded by the 10-year agreement with Italian wedding dress brand Carlo Pignatelli, announced earlier this year.
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