Barcelona Bridal Fashion Week is reinvented

Valmont Barcelona Bridal Fashion Week is reinvented to revive the bridal fashion industry

Bridal Fashion Week will celebrate its 30th edition between September 4th and 10th with a new proposal that will add to the physical space a digital platform to bring together the bridal fashion industry, showing new collections and the commercial offer of brands.

The model was adapted to the situation generated by Covid19, to reach a global audience through a dynamic and interactive experience with new opportunities in the digital environment of today.  This, with the purpose of reactivating the generation of negotiations at an international level.

The international event for bridal fashion is transforming and launching a new concept that incorporates for the first time in super physical space, a digital environment that facilitates access to the maximum number of designers, brands, buyers, media and prescribers from different countries of the world.

The edition will offer parades for presenting the Collections of great designers in a digital platform, as well as a commercial scenario that combines physical participation, in the Montjuïc enclosure of Fira de Barcelona, ​​with the virtual and interactive, accessible from ANY part of the world.

Thus, VBBFW, which was scheduled to be held initially in April, is not only moved to September, but is transformed into a hybrid and flexible model that can be adapted to the situation of possible preventive measures decreed by the authorities. A change that is not only conjectural but is proposed as the beginning of a new format that will boost the event´s growth and evolution, taking advantage of the opportunities offered by the tech world.

In this sense, the director of the event, Ester Maria Laruccia, says “this model allows us to integrate all the advantages of the digital world with the physical, shorten distances and expand contacts and interactions to boost business internationally, without giving up experiences, emotions, creativity, innovation and talent, basic pillars of the bridal fashion world ”. On the other hand, Jesus Díez, President of VBBFW and owner of the firm Jesús Peiró, says that “the international event of Bridal fashion is again innovating and transforming to support a sector that needs to resume its commercial activity. In this sense, the celebration of the contest is a more necessary tool than ever to contribute to the impetus of this industry in a time as complex as the one we are living “. The safe reactivation of Valmont Barcelona Bridal Fashion Week is the first one in the calendar of events that Fira de Barcelona plans to carry out during the last four months of the year, with possible new formats that, in some cases, can combine the physical with the virtual. In this way, the institution will once again be an economic and social engine, as well as a key tool for the reactivation of the operations of the great variety of sectors that are present in its salons. Also, in order to adapt its facilities to the new context, Fira is developing a protocol, with the help of experts, to apply the maximum safety and prevention measures for workers, exhibitors, visitors and participants in its halls, which allows to adapt and make compatible its celebration with the maximum guarantees, and in accordance with the recommendations of the authorities.