In addition to forcing the French to postpone many weddings, the current crisis would also have changed the behavior of future brides in terms of dresses.
Alexis Bleines, boss of Alexis Mariage, owner of Pronuptia, takes stock of the latest post-Covid trends with the team of "La France bouge" on Europe 1, Wednesday noon.
INTERVIEW
The grains of rice have deserted the steps of town halls, the wine of honor is still waiting to be honored, the pieces set up have not really been: if there is a sector that has been turned upside down for fifteen months now and the start of the coronavirus crisis is that of marriages.
The wedding dresses remained in the workshops.
And this spring is the opportunity to see them emerge, with new trends emerging.
To evoke them, Alexis Bleines, boss of Alexis Marriage, owner of Pronuptia, was the guest of Europe 1 Wednesday noon.
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For the owner of this brand very well known to the French, the restart is here, with 35% of the gauges for an indoor celebration until June 9, 50% until June 30, before a less restrictive summer.
"Today, we get married where we can get married! For 2021, we will do a little catching up. 2022 will be a good year, 2023 will be an excellent year," anticipates Alexis Bleines at the microphone of
La France bouge
.
Three profiles since the reopening
But customers did not wait until 2023 to return to the store and prepare for this unique moment (on paper). "There are three profiles of women in the shops since the reopening: those who could not get married in 2020 and who are getting married this year, those who could have bought in March and April and who are getting married in three or four months. , and those who get married next year ", specifies the leader. A "craze" which should lead to somewhat lengthening the lead times in the delivery of parts. Impossible, in any case, to have a dress prepared in less than "three months" at Pronuptia.
On the wedding dress itself, the Covid-19 seems to have precipitated certain changes in consumption, in parallel with an older average age, says Alexis Bleines.
"Today, the future bride is not 22 but 33 years old," he explains.
"She's already very assertive, she's not a young girl anymore, she knows what she wants."
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Streetwear or second hand?
This thirty-something is now moving more towards "a three-in-one dress, which she can wear at town hall, at the party and after the wedding", continues the official.
It is therefore a transformable dress, a little streetwear, with denim materials. It is the renewal side. There is always the wide dress side, but we are now looking a lot for the bobo spirit. In the post-Covid , let's have fun on this style of dress. "
On the other hand, the company director is a little more reluctant about the boom in recycling, such as dresses bought on clothing resale sites. "It's being studied, in recycled cotton, second-hand, we're thinking about that… But there may still be two dresses out of a collection of 60 dresses. We're not there yet." The return of the grains of rice, the wine of honor and the mounted piece seems much more imminent.