Barcelona Bridal Fashion Week, the world’s leading bridal fashion event, unveils the campaign for its upcoming edition, inspired by the impact of new technologies on the world and society, and how to face the future positively and optimistically. Under the theme “NOW” and featuring a new image created by artificial intelligence (AI), the event will bring together the bridal universe from April 17 to 21, showcasing the latest innovations in fashion, accessories, trends, art, and design, both on the runway and in the exhibition floorspace.

New technologies usher in new challenges and opportunities and, of course, the world of fashion is no exception. In this context, Barcelona Bridal Fashion Week launches the campaign with the image for its next edition, proposing to face the uncertainty of the future with optimism and to leading the inevitable changes that have already started.

In this sense, NOW is a straightforward and fresh approach that along with the new image seeks to represent the current moment of change and technological transition, as well as the attitude needed to integrate AI as a new tool at the service of human beings, their creativity, craftsmanship and technique. The campaign also reflects how the event is more open than ever to ‘fashion’ in its broadest globality, including creations for the groom, guests, bridesmaids, accessories, and everything related to ceremony and special occasion.

Furthermore, to address this reflection, BBFW will progressively share images and content through its digital channels and ultimately at the event discussing the challenges and opportunities presented by the synergy between the technological dimension and human activity in the industry.

According to the director of BBFW, Albasarí Caro, this campaign “is inviting the fashion industry to spearhead a future that is already here, lead the change from ‘now’, to seize all the opportunities that new technologies can offer us, placing the individual, creativity, craftsmanship and emotion at the center, to reach a new stage together with the industry.” And she adds “In this sense we are already preparing a new edition in which fashion will be the beating heart of an event that will once again bring together brands, top designers and industry professionals to remain the leading event of bridal fashion and make Barcelona shine as its capital.“

World Bridal Fashion Hub

Barcelona Bridal Fashion Week (BBFW), organized by Fira de Barcelona with the support of the Departament d’Empresa i Treball de la Generalitat de Catalunya, will once again be the global epicenter of trends and business in its 2024 edition, gathering the entire bridal ecosystem at the Montjuïc venue, featuring the collections from top bridal fashion brands, haute couture firms, and new talents.

Between April 17 and 20, BBFW will present catwalk shows by around 30 designers and expects to have over 360 brands in attendance, most of them international at the trade show that will become the central hub of business and networking from April 19 to 21, bringing together professionals, buyers, entrepreneurs and the most prominent operators of the international bridal sector.

BBFW is also making the final arrangements to the program of activities for its next edition, featuring the Barcelona Bridal Night, with the fashion show of the collection of an haute couture guest designer, and the second edition of the Barcelona Bridal & Fashion Awards, which will recognize the best creations of the 2023-2024 season, emphasizing the sustainability and innovation of the designs.