Pronovias Second Life Helps Brides Wear Their Dresses More Than Ones
Laura McQuarrie — January 14, 2022 — Eco
References: pronovias & fashionunited.uk
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.
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.
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