Luxury bridal brand Pronovias is asking its brides to wear their wedding gowns again and again with its ‘Second Life’ initiative, which will give bridal dresses a new look with its free new alteration service.
The wedding industry has been criticized for a long time for not switching to more sustainable methods and Pronovias is looking to bring about change with its ‘Second Life’ trend. The aim is that the initiative will encourage more wear and longevity of bridal styles and allow brides to transform their bridal gowns into the fashion world a new style after their wedding.
Commenting on the initiative, Pronovias Group chief executive, Amandine Ohayon, said in a statement: “Bridal fashion is not exactly known for its circularity. ‘Second Life’ is a step towards rectifying this and pushing the sector towards better sustainability standards. This is vital for the future of our industry and the legacy we wish to leave.”
The Pronovias ‘Second Life’ initiative launches with a “carefully selected” collection designed by Pronovias Group chief artistic officer Alessandra Rinaudo featuring 70 bridal gowns from the Pronovias and Nicole Milano brands. These gowns can be redesigned free of charge into a new style, to allow brides to “fall in love again with their dress after the wedding is over”.
Brides will be able to transform their gowns into special occasion dresses by altering the length, eliminating sleeves, and adding belts, straps, sashes, and other details to create a new look, with all alterations free of charge.
While initially, the initiative has around 70 gowns in the collection, Pronovias adds that the number of dresses that will be able to be given a ‘Second Life’ will increase with each new bridal collection launched by the brand. The service will be available in all Pronovias flagship stores, including in the UK, US, Spain, France, and Poland.