Pronovias is launching a brilliant collection to give wedding dresses a second life

January 14, 2022 – 12:01 GMT

Chloe Best

Pronovias, the wedding brand worn by Pippa Middleton for her second wedding dress, has launched a new collection to allow brides to wear their wedding dresses again

The wedding industry and sustainability haven’t always gone hand in hand, but one wedding brand is doing its part to change that with a smart new concept that aims to give wedding dress a second life.

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Pronovias, the designer chosen by Pippa Middleton for its second wedding dress, is launching “Second Life,” a selection of dresses that have been effectively redesigned by the company’s chief artistic director, Alessandra Rinaudo, so they can be worn again long after the end of the marriage.

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The first launch is an edition of 50 gorgeous wedding dresses, all of which can be returned to select Pronovias stores after their wedding, where they will be transformed into another dress that could be worn for a party, wedding anniversary or any other occasion. special – at no additional cost.

Each dress has its own set of bespoke modification options, including shortening the length, removing the sleeves, and adding sashes, suspenders, and sashes to create a whole new look.

Pronovias launches the Second Life collection so that brides can redo their wedding dresses

The collection offers a great solution for brides who want a more durable wedding dress or the ability to wear their dress more than once, without opting for a second-hand dress.

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Take the Tyson dress, for example, a romantic long-sleeved dress that wouldn’t look out of place at Coachella when altered. Or the Agnes, a breathtaking minimalist wedding dress you’ll be wearing to cocktail parties and special occasions for years to come.

The edition currently consists of 50 dresses

“It’s a very innovative project because what we’re doing is giving new life to dresses that are traditionally worn only once,” says Alessandra Rinaudo. “To see a dress we made with so much love and dedication continue to be part of a woman’s wardrobe makes me very, very happy.”

Pronovias has long been a popular choice for celebrity brides. Pippa Middleton’s second wedding dress was from the designer, as was the long-sleeved lace dress worn by American TV presenter Maria Menounos for her surprise New Year’s Eve wedding in 2017. Joan the Virgin actress Gina Rodriguez wore a satin mermaid dress Pronovias for her marriage to Joe LoCicero in May 2019.

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