COMING TO AMERICA: For the first time, Pronovias will stage a New York fashion show, on October 10.

The event at the Park Avenue 583 venue will spotlight the company’s signature collection as well as its Atelier Pronovias label. President and chairman Alberto Palatchi will be on hand, as well as designer Hervé Moreau, who joined the Barcelona-based company in May. The U.S. market is a key one for Pronovias, which has had a Midtown Manhattan store for years. The company caters to brides in more than 105 countries and has become the world’s leader in bridal gowns, with 139 freestanding stores and more than 4,300 points of sale worldwide.

The show is expected to be attended by Whitney Port, Danielle Bernstein, Negin Mirsalehi and Rumi Neely, who have taken the lead on Pronovias’ new It Bride social media project. Port has more than one million Instagram followers, and Bernstein’s We Wore What blog is said to have one million fans. They and the other two bloggers have partnered with four girls for a photo shoot in New York, taking place a few days before the fashion show. The images will be used on the bloggers’ social media as well as Pronovias’. Each girl will be photographed in a variety of dresses of her choice, and in easily identified New York locations like the Brooklyn Bridge, Times Square and Central Park.

Through the It Bride project, the company is trying to present a more approachable image, by reinterpreting bridal fashion with more of a street-style slant.

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