Since March 2020, the start of the global pandemic we have provided dresses to future brides who have been fighting the COVID-19 pandemic in hospitals around the world.

The Heroes Collection was launched in early March 2020 for Pronovias flagship stores in Spain, Italy, France, Portugal, the United Kingdom, the United States and Mexico. More than 1,400 appointments have already been scheduled up to end September 2020, and to date almost 100% of the dresses in the collection have already been gifted or allocated to nurses, doctors and hospital staff in different hospitals in each country. 

Amandine Ohayon, CEO of the Pronovias Group explains; “We are beyond grateful to all the hospital employees that have risked their lives in those past months. And I am so happy we have been able to show our thanks with the Heroes Collection. In these uncertain times, it is fantastic to see that dreaming hasn’t stopped, and we will continue to dress the dreams of brides-to-be around the world.”

Alessandra Rinaudo, Chief Artistic Officer of Pronovias Group, also comments “We are absolutely delighted with the success of this initiative. Being able to make more than 1.300 future brides who have been fighting on the front line of this global pandemic happy makes us very proud.”

The Heroes Collection forms part of Pronovias dynamic Corporate Social Responsibility strategy, and its mission to dress the dreams of all types of brides, regardless of race, age, body type and sexual persuasion. Prior to the launch of the Heroes Collection, a special collection designed by model and activist Ashley Graham promoted a message of body positivity through responsible marketing campaigns that featured brides of varied skin and body types.

Under the catchphrase #LoveConquersAll, we send out a message of love and solidarity to the world, and would like to remind all brides, wherever they are, that the time will come again when we will all be able to celebrate love together.


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