One of the effects of the Coronavirus pandemic is that thousands of spring weddings have had to be cancelled or rescheduled in line with the government's social distancing recommendations.
However, bridal brand Pronivias* has decided to thank healthcare heroes by donating wedding dresses to hospital-employed brides-to-be working on the frontlines of the COVID-19 pandemic.
The Spain-based Pronivias Group debuted the giveaway in China at the start of 2020 and has already provided many engaged Chinese nurses and doctors with free wedding gowns. The company has now announced via their Instagram* that they are extending the scheme to other countries badly affected by the crisis, including the UK.
The wedding dresses are being offered to all betrothed hospital employees working on the frontline of the NHS from doctors and nurses to those working in the cafeteria and maintenance staff.
Pronovias Group Artistic Director Alessandra Rinaudo described these workers as “soldiers, unrelenting in their battle to heal the sick. 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 company is offering dresses from “The Heroes Collection,” to celebrate the selfless dedication of hospital workers fighting against the global pandemic.
Pronovias CEO Amandine Ohayon said how “grateful [we are] for these heroines in hospitals around the world putting their own life at risk to save others´ lives relentlessly.” She added, “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.”
All hospital-employed brides-to-be who assisted in this crisis are eligible for a free gown from now until August 31.
The Heroes Collection will be available exclusively in Pronovias flagship stores when they reopen in line with government social distancing guidelines.
The UK store is located in London, at 4 New Bond St, Mayfair, London W1S 1SH.