The Spanish wedding giant wants to charm Generation Z brides and sets out to conquer America.

The luxurious Spanish brand Pronovias, known for its over a century of wedding dress design, is setting out to conquer America. Together with Urban Outfitters and the Anthropologie Weddings platform, it's creating a limited-edition collection for Generation Z.

Spanish brand Pronovias , one of the most recognizable luxury wedding dress brands in the world, announces an ambitious plan: to win the hearts of American brides of Generation Z. From Barcelona, ​​the city of Gaudi and Mediterranean ease, Pronovias is taking its dreams of love overseas. The brand is launching into the US market with a new strategy and fresh energy, partnering with American chain Urban Outfitters and its bridal platform, Anthropologie Weddings. The result? A limited collection of eight delicate, lace dresses designed to speak the language of Gen Z.

Pronovas x Anthropologie Wedding Dress License: Anthropologie / Facebook

For many young American women, the decision to get married is no longer a given. US Census Bureau data shows that as many as 86% of 18-24-year-olds are not currently in a committed relationship. However, among those who are, the topic of formalizing their relationship resurfaces surprisingly frequently. According to a report by The Knot, as many as 61% of Generation Z couples are considering marriage . This is more than among millennials , demonstrating that young people are not rejecting love. Pronovias sees potential in this.

Founded in Barcelona in 1922 as a small atelier, it became a symbol of love in the form of a white dress . Unfortunately, the pandemic hit the wedding industry and Pronovias hard. Halted ceremonies, canceled weddings, and delayed dreams all forced the company to restructure and reduce its debt, which by 2023 was projected to exceed €260 million .

Pronovas x Anthropologie Wedding Dress License: Anthropologie / Facebook

Today, however, the brand is entering a new phase—with a new CEO, new capital, and a clear goal: to redefine wedding styling for Generation Z. Especially now, as demand grows. According to Anthropologie Weddings, searches for wedding dresses have increased by 26%, and Pronovias designs alone have garnered nearly two million likes and 76 million views online .

Generation Z isn't just about TikTok and memes. They're also the most conscious consumer group in history—demanding authenticity, transparency, and sustainable production. Pronovias understands this. The brand's new strategy is based not only on style but also on sustainable design and accessibility. The collection, created in partnership with Urban Outfitters, is available at attractive prices, far from what you might expect in the brand's stores—around $3,000.

Pronovas x Anthropologie Wedding Dress License: Anthropologie / Facebook