Pronovias launches wedding dresses modifiable for post-wedding wear
Spanish bridal wear group Pronovias has launched a line of modifiable wedding dresses that can be re-used after the big event. The project is called Second Life, and it relates to the group’s Pronovias and Nicole Milano brands.
“Second Life wants to defy the conventional wisdom that wedding dresses are worn only once. After the wedding, customers can take their dress to select Pronovias and Nicole Milano stores and have it altered into a new model they will be able to wear again and again, at no additional cost,” said Pronovias.
The first collection for the Second Life project includes 70 modifiable dresses. The possible alterations include shortening the dress, removing the sleeves and adding new details, such as a belt or straps.
“Bridal fashion isn’t really known for being circular. Second Life is trying to correct this issue and improve the sector’s environmental performance. It is a vital challenge for the future of our industry, and for the environment we are keen to preserve,” said Amandine Ohayon, CEO of Pronovias Group.
Pronovias wants to go even further in terms of circularity. The group’s We Do Eco line, for example, is made up of dresses developed with sustainable fabrics and materials. Pronovias has also entered into a partnership with Recovo, a platform that promotes the recycling of fabric off-cuts to reduce the environmental impact of textile waste.
The Pronovias group is based in Barcelona. It has been the property of BC Partners since 2017, and its brand portfolio includes Pronovias, St Patrick, White One, Nicole Milano, Vera Wang Bride and Lady Bird. The group is present in over 105 countries through more than 4,000 retailers and 44 monobrand stores, located in the world's major capitals.
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