At a time when the wedding wear industry has been condemned for its lack of efforts to not opt for more sustainable methods, Pronovias has decided to take one step forward.
The Spanish luxury bridal brand has launched Second Life initiative that will not only focus on the longevity of bridal styles, but also help brides transform their wedding gowns into new style post wedding.
The bride, reportedly, has to return their bridal gown to a Pronovias flagship store where it will be altered, without any additional cost, into a dress that she can wear again for her wedding anniversary or any party.
Notably, Pronovias’ bridal consultants will help brides visualise how their gowns will look following alteration.
Second Life initiative is seen as a part of Spanish brand’s strategy to bring bridal sector in line with rest of the fashion industry in becoming more sustainable and eco-friendly.
The programme launches with a carefully selected collection comprising 70 bridal gowns from the Pronovias and Nicole Milano brands.
The service will be available in all Pronovias flagship stores, including those in the UK, US, France, Poland, besides Spain.
Based in Catalonia, Spain, the brand’s work includes wedding dresses such as a sequined next-to-nude beaded bodysuit adorned with Swarovski crystals.
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