Set to be held on 11-13 October, the new show replaces the former biannual Designer Wedding Show, which was run by Foxglove Events since its launch in 2004.
Foxglove Events went into administration at the end of January, and SME London business development manager Charlie Gardiner said that Brides: The Show would be a completely new product.
"We are starting something completely new and using the interest from the industry to create the pinnacle of high-end wedding fairs," explained Gardiner.
SME London bought the name of the show from the administrators on 8 February, after Foxglove Events went out of business.
"We saw a great opportunity; there was such an interest from exhibitors and they cared so much about it," added Gardiner. "The exhibitors had a real passion and wanted to see the show survive."
Around 120 exhibitors are expected at the new wedding show, with up to 4,000 visitors anticipated over the weekend.
Brides magazine editor Jade Beer said: "Brides: The Show is going to bring to life everything that the magazine does best – bridal fashion, beauty and receptions styling. Anyone visiting the show will have direct access to our editorial team of experts ready to advise on everything for the entire wedding party. It will be an incredible experience where they will be able to touch, taste and feel their way to creating the most wonderfully stylish wedding day."
Before going into administration, Foxglove Events had previously cancelled the launch of its new London Bridal Week, which was due to run in May 2012 at Excel London, citing the uncertain economy.
It had also cancelled its Modern Bride exhibition, which had been due to take place in November 2011.
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