17 January 2022, Mumbai:
Luxury bridal brand Pronovias has launched a new alteration service called ‘Second Life’ initiative to give bridal dresses a new look.
As per a Textile Value Chain report, with this initiative, Pronovias looks to help the wedding industry switch to more sustainable methods. The initiative will encourage more wear and longevity of bridal styles and allow brides to transform their bridal gowns into the fashion world a new style after their wedding.
The Pronovias ‘Second Life’ initiative launches with a “carefully selected” collection designed by Pronovias Group chief artistic officer Alessandra Rinaudo featuring 70 bridal gowns from the Pronovias and Nicole Milano brands. These gowns can be redesigned free of charge into a new style, to allow brides to “fall in love again with their dress after the wedding is over”.
Brides will be able to transform their gowns into special occasion dresses by altering the length, eliminating sleeves, and adding belts, straps, sashes, and other details to create a new look, with all alterations free of charge.
While initially, the initiative has around 70 gowns in the collection, Pronovias adds that the number of dresses that will be able to be given a ‘Second Life’ will increase with each new bridal collection launched by the brand. The service will be available in all Pronovias flagship stores, including in the UK, US, Spain, France, and Poland.
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