The three-year deal is the first designer collaboration for the White One label, which is Pronovias’ “playful, stylish brand that also delivers an affordable price,” according to Amanda Bacal, president of Pronovias North America.
Linking with Pronovias follows the expiration of Posen’s five-year partnership with David’s Bridal for the Truly Zac Posen label, which wound down in June.
Retail prices for White One wedding dresses typically range from $1,000 to $2,000, but Posen’s will be $1,200 to $4,000. The collaboration is meant to strengthen White One’s presence and growth in North America, through his global reach and reputation as an American designer. Bacal declined to comment on the collection’s projected volume. Starting early next year, the new Posen-designed label will be sold via select stores internationally, although not at Pronovias’ freestanding stores. The Barcelona-based Pronovias, which is owned by BC Partners, only sells its own labels in its signature stores.
From Pronovias’ point of view, the tie-in with Posen “marries together his modern glamorous design sensibility, authentic high fashion and passion for celebrating the female body with our expertise in bridal and how to deliver that impeccable fit and construction at an affordable price,” Bacal said.
As for any discussions regarding renaming the label in these culturally sensitive times, Bacal said, “It really hasn’t come up as a point of sensitivity because of its context within bridal. The vast majority of bridal gowns today are still white. And the imagery of the brand and the context within which it is used is always very focused on bridal, the question of the name has not come up.”
While the investment firm Yucaipa Cos. indicated earlier this year that it could be looking to sell its stake in House of Z, Zac Posen’s firm, Pronovias does not appear to be in the market. As for whether Pronovias would consider investing in Posen’s company, she said, “It has not been a part in our discussions around this. This was really a project that was rooted in our appreciation of his design sensibility and his incredible craft.”
Posen is expected at the collection’s launch event, which will be held during New York Bridal Fashion Week on Oct. 5 at a yet-to-be-disclosed location. Fifteen dresses will be previewed at that time.