After the Covid-imposed halt to ceremonies, weddings are coming back to populate spring-summer 2023. And the wedding apparel industry, which had a global value of about $61 billion in 2022, is expected to reach $83.5 billion in 2030. The heaviest market, in economic terms, remains the American with $27 billion in value in 2030.

During 2022 and the first months of 2023, weddings have picked up worldwide and, as a result, purchases have resumed. The fact that the dress is made in Italy, handcrafted, and tailored for the bride is the priority for the American market.

Americans are also among the brides most attracted to the idea of having the ceremony in Italy: Many choose Lake Como and obviously choose to wear a dress made in Italy and fully customized. But they are also the most "cutting edge" customers in digital purchases: some send measurements and buy online: they had seen the dress on Instagram. Covid has also had an impact on brides' requests: after such a negative period, brides-to-be are back to asking for sumptuous and princely gowns.