Getting married in a breathtaking Vera Wang gown is more attainable than ever with the launch of the brand's new, more accessible bridal label. The luxury fashion house, loved by stars including Michelle Williams, Diane Kruger and Zendaya, has teamed up with Pronovias who will manufacture and sell the new line in stores from October.
Vera Wang Bride will maintain the same quality and craftsmanship, but pieces will be priced at 60 per cent lower than its couture counterpart with the aim of reaching a wider customer base. Instead of gowns that start at £4,000, stretching to £8,700, prices range from £1,300 - £3,000. The designer says that the construction of the garments, along with the silhouettes and luxe fabrications will appeal to modern brides around the world.
"For this first collection, we delved into many of our design codes and vast archives while infusing a certain young and whimsical spirit," Wang told us. "We just wanted to keep the creativity so connected to our brand without sacrificing a much larger, global opportunity. Vera Wang Bride has always been about a girl who is fearless, adores fashion, and has her own sense of self."
The collection will feature 60 bridal gowns and 60 special occasion dresses, characterised by innovative design. "Of course, innovation alone is not enough unless one can execute a design concept," says Wang. "I also believe there will be more personalisation going forward and that requires extraordinary manufacturing skills."
This is where Pronovias steps in. As one of the most respected and largest bridal companies, it has the infrastructure to create beautiful pieces for a broad market.
"Both companies share common values in terms of product excellence, a love for fashion, craftsmanship and quality as well as embracing diversity and female empowerment,"says Pronovias Group CEO Amandine Ohayon. "From our first Zoom meeting in the middle of the pandemic to the final day of the shooting, it has been an incredible ride and we couldn’t have dreamt of a better partner to join our rich portfolio of brands."
The line will also offer plus sizes to ensure that "all brides can look incredible in one of these designs". Vera Wang Bride accessories will be available too for those who just want to dip their toes into the Wang world. Ohayon describes the collection as "modern and very balanced", with a huge choices of styles, be it a clean minimalist column dress or an extravagant princess ballgown.
"All the signature elements of Vera are present: the design, the materials, the secret construction and the unique touch that make those dresses so unique and instantly recognisable," says Ohayon. "However, thanks to our manufacturing capabilities and our scale, we are able to offer a Vera Wang collection at a more accessible price point than the regular Vera Wang Haute collection."
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