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The global fashion business journal

Jul 17, 202412:58pm

Pronovias joins the wave of inclusivity: collection with Ashley Graham

The bridal fashion company continues its partnerships with prominent figures in the US market. After the designer, Zac Posen, seals a collaboration with the large size model.

Jan 6, 2020 — 9:00am
P. Riaño

Pronovias joins the wave of inclusivity: collection with Ashley Graham



Fashion giants progressively close gaps as they join the wave of the gender-inclusivity, race and size. The last to join the ranks is the bridal group Pronovias, which will launch a collection with the model, Ashley Graham. It is time for plus sizes to steal the spotlight, the prominent character in the US market, which is one of the strategic countries for the Spanish bridal fashion company.


The collaboration with Graham goes way beyond using her image simply for the campaign. Pronovias, controlled by the BC Partners group, will put on sale an “inclusive bridal collection”, available in a variety of sizes from 32 to 66, “created with a cut that guarantees the fitting of dresses on all body types”.


The line will go on sale at the beginning of 2020 in Pronovias and its multibrand partners’ stores. The wedding dresses of this exclusive collection will be sold to the public at prices ranging from $1,000 to $3,500.




“When I went to buy a wedding dress ten years ago, it was difficult for me to find a style for my size that would suit me and make me feel special - said Graham, born in Lincoln, Nebraska, in 1987; it is necessary for the bridal sector to defend inclusivity and body diversity”.


“Her defense of body positivity matches perfectly with Pronovias’ promise to find the elegant and perfect fit for every woman,” said Amandine Ohayon, first executive of Pronovias Group, referring to Graham, who describes herself as a model, businesswoman and body activist and has been the cover of magazines like Vogue and Harper’s Baazar.


The year 2019 has been the flare-up of inclusivity trends in the fashion business. New references such as the Kardashian sisters, Tess Holliday models and Ashley Graham herself, female empowerment, young generations and the approach of the sector towards the concept of body positivity, stand-bearer so far by cosmetics and defending self-acceptance and better representation of bodies that do not meet the traditional criteria of beauty, have been the drivers to establish a change of pattern in the fashion industry. The inclusivity trend in sizes, sex, and race has blown up in the fashion business in 2019.


Collaborations and growth

Last September, Pronovias Group went back to doing business collaborations for designs by the hand of New Yorker Zac Posen, one of the most acclaimed American designers, whose firm has just been rescued by Centric Brands. Through the White One brand, the newest edition of the bridal group, Pronovias will launch the Zac Posen for White One collection in a variety of stores in early 2020.


In the past, Pronovias was one of the most active bridal fashion companies in the field of collaborations, with partnerships with designers recognized worldwide, from Valentino to Emanuel Ungaro. The return to collaborations transpires in parallel to the restructuring of the creative committee of all the group’s businesses, all ran by Alessandra Rinaudo, founder of Nicole, who now occupies the position of chief artistic director.


Following the acquisition of Pronovias by BC Partners in July 2017 for 615 million dollars, the bridal fashion company has launched a growth plan focused on public diversification and international growth.


The company is turning to the United States and China as target markets, countries where it is betting on organic growth by opening its outlets. In regards to purchases, on the other hand, the company has chosen to gain market share in Europe.


According to the latest available data, Pronovias closed 2017 with a revenue of 185 million dollars, a figure that could have grown up to between 190 million and 201 million dollars in 2018.

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