El IED Barcelona acerca la realidad virtual al sector nupcial Barcelona Bridal Fashion Week 2024


22 April 2024

The IED Virtual Space made it possible to experience six digitalised wedding dresses by graduates of the Postgraduate in Wedding and Ceremony Dresses Design using virtual reality glasses

In line with the most technological edition of Barcelona Bridal Fashion Week 2024 yet – this year, its graphic image was generated using artificial intelligence – IED Barcelona introduced virtual reality to the leading bridal fashion fair.

Through an experience called IED Virtual Space, the Design School placed a set with six digitalised wedding dresses, accessible thanks to virtual reality glasses by the brand PICO, in the fair’s Village area. The exhibition was complemented by three physical designs displayed on mannequins.

In this way, professionals and visitors were able to see, in a hybrid format, a selection of the final collections of the alumni of the Postgraduate in Wedding and Ceremony Dresses Design graduating in 2022/2023. Nearly 23,000 visitors passed through this edition of Barcelona Bridal Fashion Week, held from 17 to 21 April at the Fira de Barcelona’s Montjuic venue; 7% more than in 2023.

Further, this year, IED took part in the “Barcelona Goes Bridal!” programme, an innovative proposal carried out by the fair in collaboration with La Fura dels Baus that went live on Avenida Reina María Cristina throughout the five days of the event. In the case of IED, on Sunday 21 April, five dresses were exhibited in this artistic installation – a large rotating clothes hanger, 100 meters long and 2.5 meters high, which represents the cycle of the bridal fashion industry – with which the bridal sector opened up to the city, leaving the catwalk and bringing fashion to the streets of Barcelona.

Barcelona Bridal & Fashion Awards

In addition, Andrea Marchesi, IED Barcelona Director, was part of the select jury of the second edition of the Barcelona Bridal & Fashion Awards, which were presented on 20 April. Pnina Tornai, Sophie et Voilà, Mans, Jenny Packham, Yolancris and Vera Wang won some of the most significant awards.

Springing into wedding season

Coinciding with Bridal Fashion Week, the designs of the alumni of the Postgraduate in Wedding and Ceremony Dresses Design also reached other parts of the city. Three looks by students from the latest edition of this programme were exhibited in the window of the Hotel Majestic in Barcelona, for example. In addition, the winning dress of the Bridal Scholarship for Talent by Gratacós 2024, “Musa” by Jone González, was showcased to the public. It was on display in the Gratacós window, this time with its definitive fabric. 

L’Escola Floral de Catalunya collaborated in the assembly of both window displays.

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