As the bridal industry evolves in a fast-paced, technology-driven world, one event distinguishes itself by preserving its emotional, artisanal core: European Bridal Week. With its upcoming 2026 edition on the horizon, taking place from 28 – 30 March 2026 at Messe Essen in Germany, EBW stands out for its insight, authenticity, and industry-first approach.

While many events claim to serve the sector, European Bridal Week goes deeper. It is more than a show — it is a carefully curated experience shaped by professionals who have lived and worked in bridal and fashion for decades. This unique perspective enables EBW to operate not just as an organiser, but as a true industry partner.

We spoke with Siegrid Hampsink, Event Director of European Bridal Week, about the power of staying authentic in a changing world, what truly sets EBW apart — and why knowing the industry from the inside makes all the difference.

Q: European Bridal Week has gained a strong reputation across the global bridal industry. What is the key to its success?

A: The key lies in one simple truth: We know the industry by heart — not just from an organisational perspective, but from hands-on experience. Our team includes professionals who have worked in both B2B and B2C bridal and fashion, not just in events. We have run retail businesses, developed collections, led sales and buying strategies, and collaborated closely with designers. That kind of background gives us a much deeper understanding of what our exhibitors and visitors actually need from a trade show. So, when we curate European Bridal Week, we are not just filling a hall. We are building a business platform that mirrors the real-world needs of the industry — strategically, commercially, and creatively.

Q: How does that experience translate into the way you shape the show?

A: It influences everything. From how we structure the show layout to how we communicate with brands and buyers — every decision is informed by industry insight. For example, we know how important timing is for pre-season planning, how retailers think when they are looking for new collections, and what designers need in terms of exposure. It is not about guessing — it is about understanding. That is what allows EBW to stay relevant and evolve with the market.

Q: Many companies today are leaning heavily on AI for campaigns and communication. Why did EBW choose not to go that route?

A: We respect innovation — but creativity in the bridal industry should never be artificial. Therefore, we made a very conscious decision not to use AI — not in the creative process, not in the visuals, not even in our way of communication. The bridal industry is built on emotion, tradition, and craft. And when you are working in a sector that is all about the most important moments in people’s lives, authenticity matters. These are values that can't be replicated by anything else. Our campaigns, our show design, our storytelling — it is all done by real people who understand the nuances of this industry. And with all my heart, I can say that we are proud to stand for authenticity in a time when shortcuts are tempting.

Q: What do you think the industry needs most right now?

A: It needs connection — real, meaningful connection. Between designers and retailers. Between craft and commerce. Between tradition and innovation. European Bridal Week aims to be the place where that connection happens. This is not just a show floor — it is a platform where ideas are exchanged, businesses are built, and the future of bridal fashion is shaped collaboratively. And that is why people trust us. Because they know we are not just facilitating a trade fair; we are building something that understands the fabric of this industry.

Q: What can exhibitors and visitors expect from European Bridal Week in 2026?

A: Without giving too much away, I can say this: Expect a show that speaks your language. Whether you are a global brand, a boutique retailer, or an emerging designer, we are creating an experience that understands where you are — and where you are going. Behind the scenes, our marketing team is paving the way for a campaign that mirrors the essence of what EBW stands for. It is not just about showcasing trends — though you will certainly see that — but about reflecting the mood, the emotion, and the energy of the industry. We will continue to showcase around 500 leading and emerging brands, enhance our show zones, and foster new business opportunities — all while staying true to our core values: quality, authenticity, and creativity with purpose.