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Pronovias, a luxury Spanish bridal atelier, is honouring the health workers putting their lives at risk daily in the fight against COVID-19 - many of whom have had to put their wedding plans on hold.
The brand - which designs dresses typically costing between £1,000 to £10,000 - has created the Heroes Collection, a range of gowns only available to view upon appointment, which they are gifting to workers on presentation of proof of employment.
Artistic Director Alessandra Rinaudo specially curated the collection, described as "beautiful range of stylish wedding gowns for every type of bride".
All hospital-employed brides-to-be employed by the NHS are eligible for a free gown until 31st August 2020. They must also have proof their wedding is planned before the end of December 2020.
The collection will only be available exclusively in flagship stores, which will be open depending fully on government guidelines. Pronovias's only UK-based store is based in London's Mayfair.
To claim a dress, you must book an in-person appointment and select from the stock available.
Rinaudo added: "It is an honour to show my support and raise awareness for all of these women doing their best to overcome this pandemic.
"Love will conquer all."
What a lovely gesture! And Pronovias isn't the only brand to be offering frontline health workers discounts and freebies to show appreciation of their service.
Shoe brand Allbirds is offering a free pair of trainers to medical workers in the NHS and Missguided are offering 40 per cent off. In fact, health workers are also being honoured in industries from food to their phones.
Here are the best discounts being offered to NHS, emergency service, and other public sector works right now:
Food and drink:
Fashion and beauty:
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