Pronovias Group, the world leader in luxury bridal, launches the second Ashley Graham X Pronovias collection. Within its inherent pledge to dress the dreams of every bride, this launch is another step in the company’s long-term commitment to body diversity in bridal fashion. Like every other dress in the Pronovias Group portfolio, the Ashley Graham X Pronovias 2023 capsule collection will be available in an extended size range of 32 to 64 (US 0 to 32).

The 17 styles present lightweight and fashion-forward silhouettes co-designed by Graham together with Alessandra Rinaudo, the Pronovias Group Chief Artistic Director. They are a dream come true for many curvy and plus-size brides who, like Ashley, have been challenged when finding the perfect bridal fit in a dress that makes them feel modern, stylish, and sensational.

Bridal Buyer were invited to the exclusive event with Ashley Graham, Amandine Ohayon and Alessandra Rinaudo. Here is what they had to say:

What was the inspiration behind the collection, and what messages do you want the dresses to give?

AG: When designing the pieces with Alessandra Rinaudo, we thought about each dress having a relaxed fit, comfortable and relaxed, but it was really all about the construction. In the fashion industry, anytime you are creating something new, you must have the client in mind. A big part of the thought process was that we are now coming out of confinement and cancelled events, and so we wanted our bride to feel glam and beautiful but also maintaining that comfortable and relaxed aesthetic. Also, something which isn’t going to feel overwhelming but can speak to so many types of weddings. We hit it the nail on the head, as each dress speaks to a different type of beautiful!

Why is it important for Pronovias to drive inclusivity in the bridal industry?

AO: Pronovias Group is all about being a pioneer and continuously changing the norms: when you are a leader, that is your role. Body inclusivity and gender inclusivity are so important to us. We are always here to answer to our brides needs and ensure we are always in line with our own values. It is always so amazing to partner with Ashley, as she always goes one step further. There are lots of brands who offer great dresses at great prices, and so as a company, we are keen to always challenge and be disruptive in the industry. All of the innovations from our first collection have now spread throughout the entirety of the Pronovias Group, whether it be a built-in bra, invisible support, stretchy materials or internal construction, which have increased our sales significantly: listening to women is the key to success!

What should a wedding dress transmit or express?

AG: Exactly how you want to feel. It is the bride’s day, not who they invite. Fashion is a self-expression of personality, and should exude exactly what you want it to on your special day - be that glamourous, sexy, romantic or freeing. We want to continue to serve our brides, and so designed 17 dresses with a broad range of silhouettes, craftsmanship and levels of construction. For me and when designing together with Alessandra Rinaudo, it was all about pre-emptively thinking about the wedding and the bride, whichever size or shape she may be. I really feel the first Ashley Graham x Pronovias collection was such an amazing success because we didn’t create it just for ‘curvy women’, but all types of women. I was thrilled to be involved in this second collection because Pronovias Group is an amazing company who understands how women want to feel on their wedding day.

AR: This time round, we put a lot more emphasis on design innovation. We upgraded the fabrics, the beading, the lace and embroidery. And we really thought about how brides could feel fabulous at different types of celebrations, from simple to extravagant to destination weddings.