# Upcycled Wedding Dresses Pronovias Second Life Helps Brides Wear Their Dresses More Than Ones By Laura McQuarrie | Published 2022-01-14 | Eco Source: Trend Hunter, https://www.trendhunter.com/trends/pronovias-second-life References: [fashionunited.uk](https://fashionunited.uk/news/fashion/pronovias-launches-bridal-second-life-initiative/2022011360585) & [pronovias](https://www.pronovias.com/int_en/) Most brides purchase their dresses knowing that they will only be worn once but [Pronovias Second Life](https://www.trendhunter.com/trends/fantastical-bridal-collection) 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](https://www.trendhunter.com/trends/coach-and-poshmark) 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](https://www.trendhunter.com/trends/bridal-shopping) that can be redesigned, free of charge, by making alterations to the length or adding and subtracting details. ## Trend Insights (Trend Hunter) - Score: 6.4/10 - Popularity: 92% | Activity: 89% | Freshness: 11% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Eco](https://www.trendhunter.com/eco) ## Key Themes ### 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. ## Related on Trend Hunter - [Comprehensive Bridal Resale Programs](https://www.trendhunter.com/trends/bridal-resale-program.md) - [Non-Traditional Wedding Capsules](https://www.trendhunter.com/trends/ssense-bridal-20.md) - [Curated Summer Bridal Collections](https://www.trendhunter.com/trends/bridal-atelier-collection.md) - [Eco-Minded Bridal Styles](https://www.trendhunter.com/trends/eastman.md) - [Wedding Guest Outfit Rentals](https://www.trendhunter.com/trends/by-rotation-and-airbnb.md) - [AI-Inspired Fantastical Bridal Collections](https://www.trendhunter.com/trends/fantastical-bridal-collection.md) - [Custom Bridal Labs](https://www.trendhunter.com/trends/les-aimants.md) - [Rentable Wedding Florals](https://www.trendhunter.com/trends/rentable-wedding-bouquets.md) - [Regenerative Designer Fashion Shows](https://www.trendhunter.com/trends/endless-runway.md)