The event is to be held from the 4th to the 10th September in a new physical and digital format

Valmont Barcelona Bridal Fashion Week is reinventing itself to reactivate the bridal fashion industry

Valmont Barcelona Bridal Fashion Week will hold its 30th edition between 4th and 10th September with a new approach which, in addition to the physical space, will also include a digital platform to bring together the bridal industry, showing the new collections and the brands’ commercial offer, thus reactivating business generation on an international level. It is a model, adapted to the situation resulting from COVID-19, which has been created with the aim of reaching a global audience through a dynamic and interactive experience with new opportunities in the digital environment both for now and the future.

In this way, the leading international wedding fashion event is transforming itself and launching a new concept which, for the first time ever, will incorporate a digital environment into its physical space that will facilitate access to the event for the maximum number of designers, brands, buyers, media and influencers from various countries around the world. This new format will provide a digital environment to the fashion shows for the presentation of the collections of the major designers, as well as a commercial part, in the Montjuïc venue of Fira de Barcelona, that will combine face-to-face participation with a virtual and interactive format, accessible from anywhere in the world.

Thus, VBBFW, which was initially scheduled to take place in April, is not only being moved to September, but is also being transformed into a flexible hybrid model which can be adapted to the situation and any possible preventive measures decreed by the authorities. A change that is not only circumstantial, but also means the beginning of a new format which will enable the event to grow and evolve by taking advantage of the opportunities offered by technology.

In this regard, the event’s director, Estermaria Laruccia, states that “this model allows us to integrate the best of the digital world with the physical one, shortening distances and extending the contacts and interactions to invigorate business internationally without the experience having to renounce the core features of the world of bridal fashion: emotions, creativity, innovation and talent.”

Jesus Díez, President of VBBFW and owner of the Jesús Peiró firm, assures us that “the international bridal fashion event returns, innovating and transforming itself to support an industry that needs to resume its commercial activity. In this regard, the holding of the event is a means, which is more necessary than ever, to contribute to the strength of this industry at a time as complex as the one we are currently experiencing.”

Reactivation with safety and prevention

Valmont Barcelona Bridal Fashion Week is the first in the calendar of events that Fira de Barcelona plans to resume during the last four months of the year, with possible new formats which, in some cases, will be able to combine the physical part of the event with a virtual one. In this way, the institution will once again be an economic and social driving force, as well as a key tool for the reactivation of the productive fabric, given the great variety of sectors present at its trade fairs.

Similarly, in order to adapt its facilities to the new context, with the help of experts, Fira is preparing a protocol to implement the maximum safety and prevention measures for workers, exhibitors, visitors and participants in its trade fairs, to adapt and make them compatible with the maximum guarantees, in accordance with the recommendations of the authorities.

Barcelona, 15th May 2020

Salvador Bilurbina
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Mª Gloria Dilluvio
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