An Interview with Siegrid Hampsink, Event Director of European Bridal Week
In a world where the bridal industry is constantly evolving at the speed of technology, European Bridal Week (EBW) stands apart. Rather than chasing trends, it safeguards the heart of bridal: emotion, craftsmanship, and authenticity. With its 2026 edition approaching — set for 28–30 March at Messe Essen in Germany — EBW promises not only inspiration but also a platform shaped by those who know the industry from within.
We sat down with Siegrid Hampsink, Event Director of European Bridal Week, to talk about what sets the event apart, why authenticity matters more than ever, and how EBW continues to shape the future of bridal fashion.
European Bridal Week has earned a strong reputation worldwide. What’s the secret?
Siegrid Hampsink: The key lies in one simple truth: we know the industry by heart. And not just from an organisational standpoint — our team has decades of hands-on experience. We’ve run retail businesses, created collections, led sales strategies, and worked side by side with designers. That knowledge gives us a deep understanding of what exhibitors and visitors really need from a trade show.
So when we curate European Bridal Week, we are not simply filling a hall. We are creating a business platform that reflects the real-world needs of the industry — strategically, commercially, and creatively.
How does that background shape the show itself?
Hampsink: It influences everything. From how we design the show layout to how we communicate with brands and buyers. We know how critical timing is for pre-season planning, how retailers approach collection choices, and what designers require for exposure.
It’s not about guessing — it’s about understanding. That’s why EBW remains relevant and continues to evolve with the market.
Many companies lean heavily on AI in their campaigns. Why has EBW taken a different path?
Hampsink: We respect innovation, but in bridal, creativity should never be artificial. We made a conscious decision not to use AI — not in visuals, not in communication, not in storytelling. This industry is built on emotion, tradition, and craft. When you’re working with people’s most important life moments, authenticity matters.
Our campaigns, our show design, our storytelling — it all comes from real people who understand the nuances of bridal. We are proud to stand for authenticity in a time when shortcuts can be tempting.
What does the industry need most right now?
Hampsink: Connection. Real, meaningful connection — between designers and retailers, between craft and commerce, between tradition and innovation. That’s what European Bridal Week provides.
This is more than a trade show floor. It’s a space where ideas are exchanged, businesses are built, and the future of bridal fashion takes shape. That’s why people trust us: because they know we understand the fabric of this industry.
What can exhibitors and visitors look forward to in 2026?
Hampsink: 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, EBW is designed to meet you where you are — and where you’re heading.
We’ll continue to present around 500 leading and emerging brands, strengthen our show zones, and foster new business opportunities. But above all, we’ll stay true to our values: quality, authenticity, and creativity with purpose.
European Bridal Week takes place 28–30 March 2026 at Messe Essen, Germany.
More information can be found at www.europeanbridalweek.com.
