Pronovias launches Vera Wang Bride
As part of a 10-year licensing deal, Barcelona-based Pronovias will head the manufacturing, distribution, and marketing of the collection via its global fleet of stores and wholesale accounts.
Vera Wang is well-known for her coveted wedding gowns. A household name in America, she has dressed celebrities such as Hailey Bieber and Kim Kardashian for both weddings and red carpets alike.
While Wang’s couture wedding gowns start at US$4000 and go up to around $12,000, Vera Wang Bride will be priced about 60 percent lower offering prices between $1,600 and $4,000, intended to reach a more international customer base.
The collection, expected to launch once a year, will feature 60 bridal gowns and 60 special occasion dresses for January 2022.
The Spanish bridal wear group, acquired by private equity firm BC Partners in 2017, has a network of 102 retail stores in 105 countries, with main flagship stores in New York, Los Angeles, Paris, Milan, London, Shanghai, and Barcelona. Its portfolio includes Marchesa for Pronovias, Ashley Graham for Pronovias, House of St. Patrick, White One, Nicole, and Ladybird.
Most recently, Vera Wang had a licensing deal with David’s Bridal, which ended in 2020. She also currently has collections with Men's Wearhouse, Zales, and Kohl’s.
The new partnership with Pronovias will usher in changes for the collection Wang designs seasonally with plans to rename her high-end bridal line Vera Wang Haute to differentiate the two.
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