The preparations for LGTBI Pride Day have given Pronovias an unexpected headache in recent days. The well-known bridal dress brand received a series of attacks and homophobic messages following a publication on its social networks. In the image two girlfriends appeared celebrating their union, something that generated a wave of discriminatory and tasteless messages. Given what happened, the company founded in Barcelona responded forcefully.
He did it through Instagram, posting a summary of what happened and exposing the actions of some users. The Catalan brand highlighted in its video how, showing the images of the brides separately, all were positive comments and encouragement. Instead, when they posted their pictures together, that's when the hate broke out. “In the end, love always wins. Love does not discriminate, and neither do we”, they indicated in the publication.
Published last Monday, the video already accumulates more than forty-two million likes, as well as around three thousand comments. The vast majority of reactions are positive, despite some isolated negative comments that still persist. “Thank you for making your values clear and not being silent when faced with comments like this”, responded a user to Pronovias's reaction. “This is business ethics. Thank you very much for showing your face for all of us ”, indicated another comment.
The reactions to the video published by the firm were not the only ones. After what happened, millions of people, known and anonymous, flocked to the networks to denounce hate and defend the campaign carried out by the company. The LGTBI singer and activist Rocío Saiz responded with a forceful “Bravo”, in a week in which she also suffered problems when she saw how her concert in Murcia was interrupted after showing her chest.
The company, founded in Barcelona, is immersed in a profound process of change in recent months. The current ownership of the firm, led by Bain Capital, opted to elect a new CEO who will take his position as of September 1. This is Marc Calabia, CEO of Springfield, who will take over these functions to replace Amandine Ohayon, who is leaving the company to undertake new professional projects.
The signing of Calabia is accompanied by good financial results for the brand. Pronovias sales in 2022 reached 150 million euros, thus approaching the 160 in 2019. This is an increase of 40% compared to 2021, still heavily impacted by the pandemic. The company wants to consolidate its recovery this year and undertake a new expansion plan in 2024, with a focus on the United States.
