Pronovias launches genius collection to give wedding dresses a second life

January 14, 2022 - 12:01 GMT Chloe Best The wedding industry and sustainability haven't always gone hand-in-hand, but one bridal brand is doing their bit to change that with a clever new concept that aims to give wedding dresses a second lease of life.

The first launch is an edit 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 other special occasion – at no additional cost. Take the Tyson gown, for example, a long-sleeved romantic gown that wouldn't look out of place at Coachella once it's been altered. Or the Agnes, a show-stopping minimalistic wedding dress that you'll be wearing to cocktail parties and special occasions for years to come."This is a very innovative project because what we are doing is giving a new life to dresses that are traditionally only worn once," Alessandra Rinaudo explained.

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