Most brides purchase their dresses knowing that they will only be worn once but Pronovias Second Life is an initiative that helps women experience another option. This new and free alteration service gives brides the chance to wear their special dress in a new way for different occasions.
This program has the potential to make wedding styles more sustainable and this is important for an industry that falls under scrutiny for being wasteful. Pronovias Group chief executive, Amandine Ohayon, said: “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."
At launch, there are 70 bridal gowns that can be redesigned, free of charge, by making alterations to the length or adding and subtracting details.
What Makes This Trend Stand Out
- Upcycled Wedding Dresses
- Using wedding dresses for multiple occasions promotes sustainability in the bridal fashion industry.
- Circular Bridal Fashion
- Creating circular fashion practices for bridal wear can reduce waste and promote sustainable values.
- Free Alteration Services
- Offering free alteration services for bridal gowns allows customers to create a unique dress for each special occasion without having to purchase a new one.
Sectors Adopting This
- Bridal Fashion Industry
- The bridal fashion industry can promote sustainability by implementing circular fashion practices and offering alteration services to customers.
- Fashion Industry
- Circular fashion practices can be implemented in the fashion industry as a whole to reduce waste and promote sustainability.
- Sustainable Fashion Industry
- Offering ways to promote sustainability, such as upcycling and free alteration services, can help to promote the sustainable fashion industry.
