Barcelona Bridal Fashion Week Creates A Digital Platform

The bridal fashion fair will restart the events at Fira Barcelona from September 4 to 10.

The Valmont Barcelona Bridal Week wants to ensure its return in September to be the fair that will restart activity at Fira Barcelona. Faced with the uncertainty that the pandemic still entails and the possible restrictions that it may have in four months, the bridal fashion fair has devised an edition that will swing between the virtual and the face-to-face, and will have the capacity to adapt to the circumstances of the moment. The main bet is a digital platform, still in development, where the collections will be presented and the parades of the bridal brands can be followed. The commercial room will also have a digital part and will be partially in person.

The organizers hope to celebrate the 30th edition of the renowned wedding fair at the beginning of the last quarter of the year, with a new proposal that will add to the physical space all the possibilities of the digital platform. It will be an edition with a lot of flexibility, which will be adapted to the commercial and exhibition relations that the situation created by the covid-19 allows, with the aim of reactivating the bridal fashion business, much disrupted by the situation.

The new platform will allow reaching a global audience through a dynamic and interactive experience, with new opportunities in the digital environment. It is not a one-off bet, but a long-haul strategy. The digital environment will facilitate access to the maximum number of designers, brands, buyers, the media and prescribers from different countries of the world. In this way, Bridal Week is transformed into a hybrid and flexible model that will be able to adapt to the situation and to the possible preventive measures decreed by the authorities.

It is a change that is not only temporary but is seen as the beginning of a new format that allows the event to grow and evolve taking advantage of the opportunities offered by technology. The director of the event, Estermaria Laruccia, assures that “this model allows the best of the digital world to be integrated with the physical one, shorten distances and expand contacts and interactions to boost the business internationally without giving up experience, emotions, creativity , innovation and talent, basic pillars of the world of bridal fashion ”.