Pronovias is offering free wedding dresses to brides-to-be working at hospitals during the coronavirus crisis.
As the pandemic continues to sweep the globe, executives at the Spanish bridalwear company have decided to show their support for those on the frontlines, including doctors, nurses, janitors and cafeteria staff, by giving away gowns to those getting married in the near future.
Curated by artistic director Alessandra Rinaudo, The Heroes Collection will be comprised of a variety of dresses, ranging in price from $1,000 – $5,000 (£848 – £4,240).
“(These workers are) soldiers, unrelenting in their battle to heal the sick,” she said. “It is an honour to show my support and raise awareness for all of these women doing their best to overcome this pandemic. Love will conquer all.”
The Heroes Collection will be available until 31 August 2020 at selected flagships. However, those wanting to take up the offer may have to wait some time, as Pronovias’ stores in Italy, Spain, and France have now been closed in light of the government lockdowns to help curb the spread of Covid-19.
“(We are very grateful) for these heroines in hospitals around the world putting their own life at risk to save others’ lives relentlessly,” added Pronovias’ chief executive officer Amandine Ohayon. “Donating our wedding dresses to wonderful women is the least we can do to bring happiness and joy to their wedding day, making them look and feel their best.”
Pronovias has long been a favourite with celebrity brides. Actress Gina Rodriguez donned a gown from the label for her wedding to Joe LoCicero last year, and Pippa Middleton changed into a chic Pronovias number for her evening wedding reception with husband James Matthews in 2017.
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