Luxury Spanish bridal brand Pronovias has announced the launch of its 'Second Life’ initiative, a new free alteration service that allows brides to hand in their wedding dresses and receive a renewed dress that can be worn for other purposes. The program aims to address criticism centered around the wedding industry's lack of sustainable practices by encouraging newlyweds to reuse their expensive bridal gowns but in an entirely new form.
"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," said Pronovias Group chief executive, Amandine Ohayon.
According to the company, the service will allow brides to transform their gowns into special occasions dresses by altering their length, removing sleeves, adding materials, and more.
Recycled Bridal Dress Services
Pronovias Launches New 'Second Life' Bridal Gown Initiative
Trend Themes
1. Circular Bridal Fashion - Pronovias' 'Second Life' initiative is a step towards circularity in bridal fashion by encouraging the reuse and transformation of wedding gowns.
2. Sustainable Bridal Services - The launch of Pronovias' 'Second Life' initiative highlights the demand for sustainable and eco-friendly bridal services in the wedding industry.
3. Alteration Services for Special Occasion Dresses - Pronovias' new free alteration service provides an opportunity to transform wedding dresses into special occasion dresses, catering to a wider market beyond brides.
Industry Implications
1. Bridal Fashion - The 'Second Life' initiative by Pronovias disrupts the traditional bridal industry by promoting sustainability and circularity in bridal fashion through alteration services.
2. Sustainable Fashion - Pronovias' 'Second Life' initiative aligns with the growing demand for sustainable fashion and highlights the potential for more sustainable business models in the fashion industry.
3. Clothing Alterations - The alteration services offered by Pronovias' 'Second Life' initiative provides an opportunity for businesses in the clothing alterations industry to expand their services to cater to the bridal market.