If you’re wearing white scrubs during these crazy days, and planning on wearing a white dress on a very special day sometime soon, the well-known Spanish wedding dresses brand, Pronovias, is looking for you. Here are all the details on the most touching and beautiful fashion initiative we’ve seen lately.
Although the global fashion industry was severely hit by the Coronavirus crisis, many brands understood that the right strategy at the moment is to mobilize and harness existing resources for the global fight against the virus. Zara started producing face masks, cosmetics companies such as Estée Lauder produce alcogel, and prestigious Spanish wedding dress brand, Pronovias, announced an unusual, but heartwarming, donation.
“This is our way of saying thank you,” the Instagram post by the brand read. The description of the post read: “We would like to show our support to all heroes around the world on the frontlines of the COVID-19 pandemic. To celebrate their extraordinary and selfless dedication, Pronovias Group is offering wedding dresses to hospital-employed brides-to-be.”
The initiative, which was given the name “heroes collection,” began in China and is now expanding to the entire world. According to it, every female worker at a hospital, whether a doctor, nurse, or maintenance worker, is invited to pick their dream dress at one of the chain’s flagship stores until August 31st.
With the hope that by then traveling would be permitted, such stores are located in Barcelona, Madrid, Rome, Milan, Paris, London, New York, Los Angeles, and other select destinations. The only thing required from the soon-to-be brides is to present a document proving they took part in the fight, such as a paycheck.
The post invites people to “tag a hero” along with the hashtag #Loveconquersall. So, if you do know a hero, go on the post and tag them, it’s the least we can do.
I want to thank Pronovias for their touching initiative and also to thank and applaud to all the brave and extraordinary people on the front line.
Getty Images/ WireImage/ Jordi Vidal