Pronovias, a luxury bridal brand, is encouraging brides to wear their wedding dresses again and again. Its ‘Second Life’ initiative will allow them to give their bridal gowns a fresh look through its free alteration service.

Pronovias has been criticized for not moving to more sustainable wedding industry practices. Pronovias hopes that the initiative will increase wear and durability of bridal styles, and allow brides to change their bridal gowns after the wedding.

Amandine Ohayon (chief executive of Pronovias Group) commented on the initiative. She stated that “Bridal fashion was not known for its circularity.” “Second Life” is a step in the right direction to rectify this problem and push the sector towards higher sustainability standards. This is crucial for the future and legacy of our industry.”

Pronovias’ Second Life initiative launched with a carefully selected collection by Alessandra Rinaudo, chief artistic officer of the Pronovias Group. It features 70 gowns from Pronovias brands and Nicole Milano brands. To allow brides to “fall back in love with their gowns after the wedding,” these gowns can be redesigned at no cost.

Brides can transform their gowns into special occasion attire by changing the length and eliminating sleeves. They can also add belts straps and other details to make a completely new look. All alterations are free.

Pronovias says that although the initial collection contains around 70 gowns, each new collection will bring more dresses to the brand’s collection.

Image: Pronovias ‘Second Life’

This service will be available at all Pronovias flagship shops, including the UK, US and France.

Rinaudo said, “This is a very unique project because what we’re doing is giving new opportunities to dresses that were traditionally worn only once. It makes me happy to see a dress we made with such love and dedication still being a part of a woman’s wardrobe.”

“We all understand the importance of protecting the environment. Although this is a small step in our quest to make our industry more sustainable, it is an important part of our goal. To give her bridal gown a second chance, all she needs to do is return it to the Pronovias flagship shop. There, it will be altered at no additional cost into a dress that she can wear to a party or her wedding anniversary.”

Pronovias says that the “Second Life” looks were inspired by four styles: romantic, boho elegant, party and elegant. It also adds that Pronovias’ bridal consultants can help brides visualize how their dress will look after the alterations.

Pronovias Group has a strategy to bring the bridal industry up-to-date with the rest of fashion in making it more circular and sustainable. The #WeDoEco sustainable gown collection is made from 100 percent organic fabrics and materials. In some cases, it was locally produced to reduce carbon footprint. Recovo also collaborated with the company to promote the recycling of textile waste to reduce the environmental impact.

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