RICHARD MAJCHRZAK/STUDIO D
Every April, just as peak wedding season gets underway, the mother of all bridal shows takes place in Barcelona. The showcase for the Spanish label Atelier Pronovias is the Victoria’s Secret Fashion Show of its world, a high-wattage blockbuster with all the bells and whistles that the description implies and that the company’s deep pockets can afford: major models, sex appeal, a broadcast on Spanish television.
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Thousands are invited to the production, which this year took place high above the city, on the Montjuïc hill. In a homecoming, Irina Shayk, one of Pronovias’s former marquee models, took in the proceedings from the front row.
With such pageantry, it’s easy to miss the craftsmanship underneath all that chiffon. In fact, though the brand is a commercial powerhouse, the detail work at Pronovias is performed by artisans at the label’s atelier near Barcelona, where they employ a unique technique to apply jewels and sequins that is usually seen only at the highest level of haute couture (luxury collection dresses start at $3,000).
Using a special needle similar to a crochet hook, these masters meticulously attach each rhinestone, sequin, and appliqué with the precision of Georges Seurat.
When Pronovias artistic director Hervé Moreau’s finale dress walked down the runway, only a few of the people present knew that the delicate tulle mermaid gown brimming with flower petals had taken between 200 and 300 hours to make. The audience just knew that model Cindy Bruna was walking on air—and what bride doesn’t want that?
This story appears in the October 2018 issue of Town & Country. SUBSCRIBE NOW
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