MADRID, January 21 ― A wedding dress is often considered the dress of a lifetime. However, most wedding dresses spend most of their time in a garment bag, hanging on a hanger, at the back of a closet… A sad fate for a piece selected with a lot of time and care, tried on , compared and modified. And so it is a garment that, in essence, has a considerable impact on the environment. Today, the industry is trying to reinvent itself to make the wedding dress more sustainable, whether through new materials or innovative services.
While the wedding industry has been slow to embrace sustainability, it is now trying to catch up with new alternatives for bridal wear. Brands like Reformation and Mother of Pearl are now opting for more sustainable production and materials that have less impact on the planet. Others, like Pronovias, have also launched new ranges better suited to new consumer concerns. But the bridal fashion specialist has now gone even further with an initiative that should appeal to more than one.
We all now know that the more we wear our clothes, the less impact they have on the planet, although it’s also important to look at how they were designed and produced. But, in essence, a wedding dress, worn for a single occasion, is one of the least durable pieces of a woman’s wardrobe. Pronovias has looked into this question and now offers a service that transforms your wedding dress into an everyday garment, well maybe not everyday but that you will wear at least several times.
Baptized “Second Life”, the service of the Spanish group takes the form of a collection of wedding dresses, designed to be transformed after the big day. Voluminous, long, ultra-sophisticated… Each dress in the collection can be transformed into a more discreet garment that can be worn for a special occasion or an evening out throughout your life.
Pronovias already offers more than 50 convertible dresses. Simply select one of the in-store designs for your big day, then have it altered for free after the wedding to give it a second life. ― Studio ETX