International Market Centers (IMC), producers of VOW New World Bridal Market at AmericasMart Atlanta, launched a new annual West Coast bridal buying event in partnership with Melange de Blanc August 14-16, at the Expo at World Market Center Las Vegas, entitled Vow Bridal & Formal Las Vegas.

“There is a high level of industry demand for a centralized, western-based bridal market, and this launch offers new business opportunities to both buyers and sellers,” said Caron Stover, IMC Senior Vice President, apparel. “We’re excited to provide many of our long-time Atlanta social occasion brands with access to retailers from the booming western market, and to partner with Melange de Blanc to offer retailers an expanded collection of resources.”

According to Stover, this partnership will result in a variety of styles and price points together in a curated, experience-driven setting. The combination of Melange de Blanc with VOW Bridal & Formal Las Vegas will connect retailers and buyers across the country with an extensive bridal and formalwear resource hub.

Melange de Blanc is a pop-up bridal market focused on introducing and growing international designers in the US market.

“We started hosting pop-up bridal events in early 2020 amid the pandemic, and we are excited to have a more ‘permanent’ home to welcome buyers and brands,” said Melange de Blanc co-founder Christina Wettstein. “This new Las Vegas venue gives us room to showcase the resources, amenities and experiences our buyers and brands have come to expect.”

For its Las Vegas debut, VOW Bridal & Formal will showcase 50+ exhibitors in nearly 60,000 square feet alongside Melange de Blanc’s additional 25 brands across 15,000 square feet.

Brands to be showcase include Allure Bridals, Design by Conception, Jovani, Lotus Threads, Lux & Love Designs, Maritza’s Bridal Veils, MNM Couture, Mon Cheri (including all 14 collections), Monica Loretti, Morilee by Madeline Gardner, Portia & Scarlett, Primavera, Ragazza and Ti Adoro.

Attendees will have access to collections across a range of categories including bridal and wedding party, prom and special occasion, evening, Quinceañera, and a full slate of buyer amenities, educational programming and networking events.

Registration and more detailed information will be available on the market websites in the near future.

Steve Lang, CEO of Mon Cheri Bridals and long-time VOW Atlanta exhibitor, said, “All of us at Mon Cheri are extremely excited that we have a major bridal, prom and special occasion show back in Las Vegas. Our retailers love Vegas and we are sure that this new venue will prove successful not just for West Coast retailers but for stores around the globe.”

Beginning in 2022, the VOW New World of Bridal’s name is shortening to VOW Bridal & Formal to better reflect the breadth of formalwear that it showcases alongside bridal.

Market information is available at