A Luxury Brand That Stands By Its Community Durning The CoVid-19 Crisis– Pronovias Fashion Group

With the cancelation and postponement of countless weddings that were set to take place in the past couple of weeks and upcoming months, couples are filled with questions of uncertainties.  Please be assured the bridal industry is looking for ways in which to put all your minds and dreams at ease while keeping you all safe during this Covid-19 virus crisis.

Here at WBM, we pride ourselves on sharing with you our readers the great finds when it comes to beauty and fashion. We truly get our inspiration from our travels, and coverage of the various cultures.  The world is filled with inspiration that can add to the enrichment of our lives while educating us and bring us pleasure.

From a personal perspective when it was my daughter’s time to get married we had a plethora of options when choosing her vendors, including that of her gowns.  There were so many designers who were ready to accommodate her needs, and sense of style. We proudly chose Pronovias, which we purchased at one of our favorite New York boutiques Designer Loft.



So can you imagine my excitement when we received a message that our brand of choice was giving back to those who are now serving tirelessly during a time of need?


Pronovias Group is a global leader in luxury bridalwear, they have decided to donate wedding dresses to hospital-employed brides-to-be working on the frontlines of the COVID-19 pandemic.

Pronovias started this program in China at the beginning of this year and has already provided many engaged Chinese nurses and doctors with beautiful wedding gowns. They have now extended their efforts to multiple countries worldwide.

All hospital-employed brides-to-be who assisted in this crisis are eligible for a free gown from until August 31st, 2020. THE HEROES COLLECTION will be available exclusively in flagship stores. Pronovias stores: Spain (Barcelona, Madrid -Velázquez, Sevilla), Italy (Rome, Milan), France (Paris, Lyon, Marseille) Portugal (Lisbon), United Kingdom (London), United States (New York, Los Angeles, Miami, Houston), and Mexico (Mexico City). In all Nicole stores in Italy.

As an act of appreciation, the Pronovias Group will offer wedding dresses to all betrothed hospital employees, from doctors and nurses to janitors and cafeteria staff.  The company initiative aims to celebrate their extraordinary and selfless dedication to the fight against this global pandemic.

Pronovias Group Artistic Director Alessandra Rinaudo curated “THE HEROES COLLECTION” for this important occasion, selecting a wide variety of beautiful, unique wedding dresses especially for these brides. She described these workers as “soldiers, unrelenting in their battle to heal the sick.” She continued: “it is an honor to show my support and raise awareness for all of these women doing their best to overcome this pandemic. Love will conquer all.”

Pronovias CEO Amandine Ohayon emphasized how “grateful [we are] for these heroines in hospitals around the world putting their own life at risk to save others´ lives relentlessly.” She added, “Donating our wedding dresses to wonderful women is the least we can do to bring happiness and joy to their wedding day, making them look and feel their best.”

Using the slogan #LoveConquersAll, Pronovias Group wants to share a message of love and selflessness in these times of uncertainty and distress, hoping that, before long, brides will again be able to celebrate their love.

So to all of WBM’s heroes around the world please reach out to Pronovias nearest you to receive your gift of appreciation, while supplies last.


We had the opportunity to ask some questions about simplifying the process.

What do our brides need to do to claim a gown?

In order to claim your dream dress, please schedule an appointment at one of the selected stores during weekdays between Monday and Friday. During your appointment, Pronovias bridal experts will guide you in selecting a dress from “The Heroes Collection”. As the stock is limited, ensure you book your appointment early on. This initiative will last until August 31st or while supplies last.

What is the process?

You must be a hospital-employed bride-to-be who has assisted in the COVID-19 pandemic. You will need to show an ID and provide full-time hospital employment that begins in March 2020 at the latest. Please also provide a document confirming that your wedding date will take place during the year of 2020.

Is this a global offer?

The collection will be available in the following Pronovias’ Flagship stores: Spain (Barcelona, Madrid-Velázquez, Seville), Italy (Rome, Milan), France (Paris, Lyon, Marseilles), Portugal (Lisbon), United Kingdom (London), United States (New York, Los Angeles, Miami, Houston) and Mexico (Mexico City).

The collection will also be available in all of Nicole’s Flagship stores in Italy (Milano, Torino, Centallo, Bassano del Grappa). Each store has a limited stock.

Multi-brand bridal stores stocking our brands are not participating.

Thank you Pronovias for your commitment to community, family and the dignity of marriage.


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